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New Colgate campaign breaks

Colgate-Palmolive has begun a new ad campaign promoting its Colgate brand of dental care products in conjunction with Oral Health Month. The campaign will promote three products: Colgate Total toothpaste, the 360 toothbrush and Colgate dental floss. Print, television and out-of-home ads will run through the month of April. The creative will also promote the Canadian Dental Association's endorsement of the toothpaste. The ten-second television ad, which will air nationally, presents an illustration of a face with a tube of toothpaste in place of the mouth. The voiceover says, "Colgate Total is the number one choice of dental professionals." The print ad will run nationally in English- and French-language magazines aimed at women. Transit ads will promote all three products. The campaign was created by Y&R Canada of Toronto. "This campaign works because it's a fresh, straightforward concept which emphasizes the 'dentist recommendation' in relation to Colgate oral care products," said Andy Striso, vice-president of marketing at Colgate-Palmolive.

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