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The World's Number One Toothpaste Brand
In the year 1806, William Colgate started a small business selling starch, soap and candles in New York, USA. The business went very well and in the year 1873, he decided to start a new venture. William's company, Colgate, went into the toothpaste business. In those days, toothpaste was available in cans and it smelled like a fragrant cream.
In the year 1896, Colgate made a revolution and started selling toothpaste in tubes. Since then, they never stopped. The company's latest experiment received a wide response, because getting toothpaste in a tube made it easier for people to brush their teeth. Then in 1928, as a result of Colgate's success, the company merged with Palmolive-Pete and thus the company was renamed as Colgate-Palmolive-Pete.
For the next few decades, Colgate remained the number one company in the toothpaste market, but it did not last long. Procter & Gamble began research in the late 40s, and in the year 1955, the company - ‘Crest’ successfully launched the world's first clinically proven fluoridated toothpaste.
In the year 1968, Colgate launched fluoridated toothpaste in the market, but it was too late, because till then, Crest had become the number one toothpaste brand in the United States. Colgate was lucky then because Crest company, hovering in success, launched a haphazard brand extension and launched 52 products in the market at once. It was useless to have 52 different products of the same brand for 32 teeth! Apparently, the strategy of launching so many products was a total failure. Many consumers were confused about choosing one as each toothpaste has different benefits. To solve the problem, Colgate launched Total Toothpaste in 1992. This toothpaste has solved all the mouth-related problems. It is primarily protected against three problems - cavities, tooth decay, and gum swelling.
With its launch, Colgate Total Toothpaste became the market leader in the United States. The company claimed 12 hours of complete dental protection. People found diagnosis of all their problems in Colgate Total Toothpaste and thus, Colgate toothpaste became the number one brand almost 30 years after it entered the American market. At that time, it was already at the top of the rest of the world.
More than 40 different Colgate products are available in the market today. Apart from that, the company has launched Plax Mouthwash in the market to compete with Listerine. Today, more than five thousand million (5 billion) Colgate toothbrushes are sold each year in more than 200 countries.
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