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Colgate Total triclosan toothpaste to hit U.S. shelves by January following NDA approval.

This article was originally published in The Rose Sheet

Executive Summary

COLGATE TOTAL ANTIGINGIVITIS TOOTHPASTE ON U.S. SHELVES BY JANUARY, following FDA's July 14 approval of the triclosan dentifrice for retail sale, the company announced. The product launch will be accompanied by a "substantial" advertising and promotional program, backed by an "extremely heavy" budget, according to Colgate-Palmolive. National print and TV ads will break as soon as the toothpaste hits full distribution, the firm noted. Sampling of the antigingivitis/antiplaque toothpaste to dentists' offices will be a "key" factor in the promo plan and will complement consumer sampling and couponing, Colgate said.



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