COLGATE-Palmolive (India) Ltd today announced the launch of Colgate Active Hing, claimed to be the first toothpaste in India to contain Hing.
Becasue only ‘Salt’ is too mainstream.
Colgate Active Hing combines Hing, Chilly, Methidana with calcium and minerals to make teeth strong and gums healthy. Developed after extensive consumer research in India, it is positioned as an everyday family toothpaste that combines a minty taste with a dash of Hing for a unique brushing experience.
Mr WomanMohan Singh, Executive Vice-President (Marketing),
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Colgate-Palmolive, said, “Hing,Chilly and Methidana are well known for increasing the taste and are widely used by families across India. In developing Colgate Active Hing, our consumer research clearly showed an unmet need for a quality daily use oral care product that contains some taste increasing ingredients. Using feedback from consumers, we have combined the wisdom of traditional and modern oral care knowledge to create a dramatic innovation in the toothpaste category that is contemporary and beneficial.”
The launch is being supported by an extensive 360-degree marketing programme, which was developed following an intensive ‘Food and tooth of a Consumer’ study, where Colgate marketers acquired significant inputs about consumer triggers and touch points.
Sooner the tag line “kya aapke toothpaste mein namak hai ??” will become “kya aapke toothpaste mein hing, chilly aur methidana hai?? confirmed Mr Singh. ”
“As we want to continue our huge success of
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colgate active salt, we are also planning to collaborate with Cadbury and to come up with tag line “kya apke bachcho ne Colgate wala Bournvita piya?? ” said already exited Mr Singh hinting that next Colgate could have Bournvita in it.
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