Colgate plans foaming toothpaste

Colgate-Palmolive is planning its first major product launch for two years with the introduction of a foaming toothpaste called Colgate Oxygen.

But industry sources have criticised the product, to launch in April, for being too similar to GlaxoSmithKline’s (GSK) foaming antibacterial toothpaste Aquafresh Extreme Clean, which has been on the market for over 18 months (MW August 21, 2003).

Colgate Oxygen releases oxygen bubbles during brushing, which the company claims clean teeth, eliminate dental plaque and freshen breath. It will be backed by a multi-million pound advertising campaign created by Rainey Kelly Campbell Roalfe/Y&R, while media will be handled by Mediaedge:CIA.

GSK’s Extreme Clean toothpaste is also foaming. The manufacturer says this creates antibacterial bubbles that clean with an action similar to a mouthwash.

Colgate Oxygen is Colgate’s first major extension since Colgate Sensitive was introduced (MW April 10, 2003). One industry source says Colgate has fallen behind GSK in terms of innovation. GSK also recently launched the Aquafresh Zones and Macleans Detox/Remineralise ranges (MW April 29, 2004).

Colgate also plans a “next generation” toothbrush with a tongue cleaner, called Colgate 360 Clean.

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