Colgate Celebrates 200th Anniversary and its Long-Standing #1 Toothpaste Brand by Investing 60 Million Baht

Business Press Releases Tuesday March 28, 2006 16:33
Bangkok--28 Mar--Aziam Burson-Marsteller
Colgate Celebrates 200th Anniversary and its Long-Standing #1 Toothpaste Brand by Investing 60 Million Baht on a Marketing Campaign Offering Dream Houses – Its Biggest Prizes Ever

Colgate-Palmolive, the world's market leader in oral health care and Thailand's No. 1 toothpaste, is spending 60 million baht to launch "Colgate Paints a Dream House for Strong Teeth Family," a marketing campaign that offers its biggest prizes ever.   The campaign celebrates the company's 200th anniversary and the 48th anniversary of Colgate's presence in Thailand by offering two dream houses to strengthen Colgate's leadership in the toothpaste market and support families with strong teeth.

Mr. Mukul Deoras, Marketing Director for Colgate-Palmolive (Thailand) Ltd., said, "The Thai toothpaste market has been very dynamic in terms of new product launches and innovative campaigns to stimulate customers.   In 2005, the Thai toothpaste market grew about 5% over 2004.   Colgate was a major driver for this market growth with the introduction of three innovative products, which were Colgate Herbal Salt, Colgate Total 12 and Colgate Max Fresh.

"Colgate will continue to offer new market innovations to excite consumers.   This year we are launching the new 'Colgate Paints a Dream House for Strong Teeth Family' campaign for Colgate Big Red, which has served Thai consumers for the entire 48 years we have been here.   This campaign recognizes the trust Thai families nationwide have placed in Colgate for such a long time as well as fulfilling their dreams of home ownership through a marketing campaign that offers our biggest prizes ever and celebrates our 200th anniversary," said Mr. Deoras.

He added that, in addition to creating innovative products and unique marketing campaigns that satisfy customers' requirements, Colgate remains true to its ongoing mission to encourage oral care awareness among Thai people through road shows nationwide.   This is to strengthen Colgate as the #1 toothpaste in Thailand and around the world.

Consumers can participate in this exciting campaign by writing their names, addresses and telephone numbers on any size package of Colgate Big Red in any of the three flavors including Great Regular Flavor, Fresh Cool Mint and Double Cool Stripe, and sending the entry to P.O. Box 1044, New Petchaburi Post Office, Bangkok, 10311.   They can also deposit their entries at marked boxes located in leading department stores and hypermarkets nationwide from today until July 17, 2006.

The first winner of a dream house will be announced on Wednesday 31 May and the second on Wednesday 19 July.   Colgate Big Red customers will also have a chance to win one of 30 television and DVD & karaoke player sets, worth a total of 300,000 baht.   The lucky draws will take place during the "Moo 7 Dedsaratee" TV sitcom program aired every Tuesday and Wednesday on Channel 7 throughout the 16 weeks from 1 April to 19 July.   Customers who purchase Colgate Big Red at participating supermarkets will also have a chance to win a 1,000-baht gift voucher totaling 920 prizes.   The voucher's value will double to 2,000 baht if the purchase was made using a KTC credit card.   The total prizes for the campaign are worth over 8 million baht, including the two grand prizes of fully-furnished dream houses each worth 3.7 million baht.

Colgate selected two dream houses in the Prinyada project managed by Prinsiri Plc. as it is well-respected real estate company that has been highly successful for over 10 years.   This will ensure that Colgate's dream houses offer the perfect home that customers are looking for.

"We plan to invest over 60 million baht in the campaign activation which will be supported by a TV commercial, print ads, in-store activities and a tie-in program with Channel 7's 'Moo 7 Dedsaratee' program.   We are confident that this campaign will reach Colgate Big Red's customers nationwide and expect at least 1,000,000 packages of Colgate Big Red will be entered in the lucky draw," concluded Mr. Deoras.

A recent consumer survey by AC Nielsen showed that Colgate is the number one brand in the 5,000 million baht toothpaste market, with a leading market share of 32%. The toothpaste market consists of six segments including herbal toothpastes (30% of the total market), regular flavored toothpastes (23%), breath-freshening toothpastes (29%), multi-benefit toothpastes (10%), whitening toothpastes (5%) and kids' toothpastes (4%).

For more details, Colgate Big Red customers can contact the Colgate-Palmolive customer service center toll-free on 1-800-800-900.
For more information please contact:
Wittawat Eakusdron or Satida Sritunyatorn
Aziam Burson-Marsteller
Tel 0-2252-9871
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