Colgate: It adds support of mothers to the Court

Colgate, the market leader in the segment of toothpaste in the India has made a subtle but significant change to the launch of the brand. During all these years, the brand has been pulling yes same as brand No.1 backed by dentists.In his last campaign, the brand has included mother's support to its slogan. The new slogan is "No.1 brand endorsed by mothers and dentists. This move was justified by the fact that they become commoditized endorsement of the dentist. Each brand of toothpaste has now taken the approval of dentists, either explicitly or by showing the main character as a dentist.  With the main proposition of the brand under threat, Colgate had to moving fast to protect its position. And he did it in a smart way by including the approval by the mothers. Another important development is the plethora of support of celebrity that was initiated by the brand in recent times. Now Kareena Kapoor endorses Colgate active salt, Sonam Kapoor for Colgate Whitening, Colgate Total Virdas, Allu Arjun to Max, etc.In the case of the variant active salt, Colgate added lemon as an ingredient. Now active salt focused whitening (removing yellowing) also instead of chewing gum strength.