Colgate invests 60 million on Total 12 Professional Clean campaign to take premium segment

Business Press Releases Thursday January 24, 2008 06:47
New presenter Thanya to seeking 6 smooth & polished teeth winners

Colgate, Thailand’s #1 toothpaste has expanded the premium and super premium toothpaste segments through the launch of “Showcase Smooth Polished Teeth With Confidence” campaign for Colgate Total 12 Professional Clean with an ingredient similar to what dentists use for smooth & polished teeth . The campaign features Thanyaret Engtrakul as the new presenter who is recruiting 6 people from across the nation who have smooth & polished teeth to be Colgate presenters.

According to Ms Caroline Combemale, Marketing Director, Colgate-Palmolive (Thailand) Ltd., “The increased focus of consumers in the premium and super premium segments, on oral health care has driven Colgate Total 12 Professional Clean, Colgate’s latest breakthrough to be the ideal solution that meets dental cleaning demand giving consumers a dentist clean feeling at home. This innovative product has received a very good response from Thai consumers and provides significant support in growing the overall Colgate Total 12 group market.”

“We are welcoming 2008 with the new “Showcase Smooth Polished Teeth With Confidence”, marketing campaign to attract modern consumers who are looking for a highly effective toothpaste like Colgate Total 12 Professional Clean. This innovative product with the tricloguard(R) formula incorporates the high performance cleaning action of silica, an ingredient similar to the one used by dentists. We have also introduced Thanya as our new Colgate presenter in the Secret Of Smooth Polished Teeth TV commercial which demonstrates how Colgate Total 12 Professional Clean helps reduce dental plaque by 98% and offers smooth polished teeth”, added Ms. Combemale.

“Thanya has focused on her dental and oral health and this is reflected in enhanced brand reputation among target consumers. We will be on tour throughout the nation to recruit six of today’s consumers to represent Colgate. Each of these individuals will relate one of six different stories about their increased sense of confidence that stems from their real experiences with Colgate Total 12 Professional Clean. The six stories will be printed in leading magazines in Thailand including Marie Claire, Lips, Cleo, Image, Cosmopolitan, Praew and Instyle. 60 million baht was set aside for this campaign,” said Ms. Combemale.

The “Showcase Clean Polished Teeth With Confidence” campaign offers an opportunity to both men and women who are confident that they have beautiful, clean and smooth teeth to send in their photos for a chance to be selected as one of six people with the most beautiful, cleanest and smoothest teeth who will be the 6 new Colgate presenters and be photographed for many leading magazines. Interested individuals can send their postcard sized photos featuring themselves with smiles showing clean polished teeth plus a short biography to or P.O. Box 571, Bangkok 10500 or at any sales point in leading supermarkets.

Colgate Total 12 Professional Clean is the latest innovation with the tricloguard(R) formula. Exclusively developed in collaboration with a group of dentists, Colgate Total 12 Professional Clean incorporates the high performance cleaning action of silica, an ingredient with the same properties as the one used by dentists. This innovative product reduces dental plaque by 98% and its 12-hour protection prevents 12 dental and gum problems while also reducing bacteria accumulation for 12 hours. Colgate Total 12 Professional Clean is available in the 90 gram, 160 gram and 160 gram twin pack sizes at prices of 39 baht, 66 baht and 119 baht respectively.

The 2007 toothpaste market was valued at 5.4 billion baht representing a growth of 5% over 2006. Colgate was the #1 toothpaste brand in Thailand with a 34.4% market share. Premium and super premium products were major drivers of the market and grew by approximately 10%.

For more information, please contact:
Wittawat Eakusdron or Satida Sritunyatorn
Aziam Burson-Marsteller
Tel. 0 2252 9871

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