Colgate leads toothpaste market with Thailand, the land of zero cavity smiles campaign

Business Press Releases Wednesday October 17, 2007 10:10
Invests 40 million baht in co-operation with Dental Association of Thailand to conduct free dental check-ups nationwide

Colgate-Palmolive, the world’s oral care leader and the #1 toothpaste in Thailand, joins with the Dental Association of Thailand in organizing the “Oral Health Month” campaign with an inspiration to make Thailand, the land of zero cavity smiles in celebration of His Majesty the King’s 80th Birthday Anniversary. Colgate has set aside 40 million baht for this campaign to offer Thai people free dental check-ups at 1,700 dental clinics and hospitals nationwide as well as donating funds to the Chaipattana Foundation.

Mr. Mukul Deoras, Managing Director, Colgate-Palmolive (Thailand) Ltd. reported that   “This year, as all Thais celebrate our King’s 80th Birthday Anniversary and honor his efforts to promote oral care for the Thai people, Colgate, as the #1 toothpaste in Thailand, has partnered with the Dental Association of Thailand to organize the ninth annual “Oral Health Month” campaign, which encourages all Thai’s to receive a free dental check-up. The campaign also involves Colgate’s donation of funds to support the work of that Chaipattana Foundation.”

For over 49 years Colgate has promoted good dental care for Thai people. Beginning in 1999, Colgate was the first company to organize nationwide free dental check-ups for Thai people in collaboration with the Dental Association of Thailand. Under this program October of every year is called “Oral Health Month”.

“Our inspiration for this year’s ninth Oral Health Month is to make ‘Thailand the land of zero cavity smiles’ by offering Thai people free dental check-ups at 1,700 dental clinics and leading hospitals nationwide from 21 October until 28 December. We will also contribute 4 baht to the Chaipattana Foundation for every dental check-up that is provided in honor of the auspicious occasion of His Majesty the King’s 80th Birthday Anniversary.”

Mr. Deoras continued, “We will give away a 25-gram tube of Colgate toothpaste to every person who gets a dental check-up, and especially for the first 100,000 participants in Bangkok and its vicinity, we will provide a free red ‘Thailand, Land of Zero Cavity Smiles’ wristband.”

“We have set aside 40 million baht for this campaign with supporting media including TV commercials, print ads, and in-store promotions. Additionally, we have sponsored the Bangkok Metropolitan Administration in providing mobile units to provide free dental check-ups for people in Bangkok. We expect a total of 250,000 participants for this campaign, which will generate proceeds to support Chaipattana Foundation of not less than 1 million baht, concluded Mr. Deoras.

Additionally, Mr. Deoras also disclosed that in the third quarter of this year the toothpaste market had seen major movements with the launch of several new products and campaigns, all of which led to an increase of 6.7% compared to last year’s year-to-date value. Much of this was driven by Colgate’s activations including the launch of two innovative products -- Colgate Total 12 Professional Clean and Colgate Salt Multivitamin as well as the second Colgate Paints a Dream House for Strong Teeth Family campaign that received great feedback from consumers and the Brush Better for Health program in collaboration with Periodontology Association of Thailand and The Government Public Relations Department.

According to a recent survey by AC Nielsen, Colgate is the toothpaste market leader with a 34% share of the 4,600 million baht toothpaste market year-to-date. The toothpaste market consists of eight segments including herbal toothpastes (27.6% of the total market), regular flavored toothpastes (18%), breath-freshening toothpastes (28.9%), multi-benefit toothpastes (6.1%), whitening toothpastes (6.9%), sensitive toothpastes (3.9%) children’s toothpastes (3.5%) and other (5.1%)

For more information on participating dental clinics and hospitals in this campaign, consumers can contact Colgate’s customer relations center toll free at 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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