COLGATE-PALMOLIVE PREPARES HERBAL WHITE CAMPAIGN
By Adnews Staff
Colgate-Palmolive Canada will support the introduction of its new Colgate Herbal White toothpaste with national television advertising, created by Young & Rubicam of Toronto. The toothpaste contains lemon extracts, eucalyptus and lemon balm. It went into distribution in Canada last month. A media teaser campaign from Cohn & Wolfe of Toronto ran for several weeks prior to the launch of the product. The three-phase campaign included packages containing a sprig of eucalyptus, herbal tea bags and a name tag with bearing the name "Melissa," another name for the lemon balm. Colgate-Palmolive will also promote the toothpaste with in-store displays and a contest. A sampling initiative is planned, but no details are available.
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