COLGATE-PALMOLIVE PROMOTES ELECTRIC TOOTHBRUSH
By Adnews Staff
Colgate-Palmolive Canada Inc. will promote its new battery-powered Colgate Motion toothbrush in conjunction with Dental Health Month this April. The new toothbrush makes use of multi-height oscillating and stationary bristles. It comes in four colours: green, blue, orange and lime green. To promote the toothbrush, Colgate-Palmolive has partnered with Go Transit in an effort to target "people in motion." This week free dental clinics will be set up at Union Station in Toronto to disburse tips on maintaining a "sparkling smile" and tips on using an electric toothbrush. A group of samplers and demonstrators will also be at various Go Transit stations in the Greater Toronto Area to conduct activities and contests. Colgate-Palmolive has also partnered with TransLink in Vancouver to target commuters in that city. A 15-second television commercial for the Colgate Motion will debut later this month. The spot, by Young & Rubicam, shows the toothbrush dancing to the song "The Locomotion". Magazine inserts in English and French publications are planned for the fall. Public relations for the Colgate Motion are being handled by Cohn & Wolfe.