Totally new from Colgate

The oral care category is due for a major shakeup with the September roll-out of Total, a new anti-bacterial toothpaste from Colgate-Palmolive.Total received its final approval from the Health Protection Branch of Health and Welfare Canada three weeks ago.The first anti-bacterial...

The oral care category is due for a major shakeup with the September roll-out of Total, a new anti-bacterial toothpaste from Colgate-Palmolive.

Total received its final approval from the Health Protection Branch of Health and Welfare Canada three weeks ago.

The first anti-bacterial toothpaste in Canada, Total promises to fight plaque, gingivitis (inflammation of the gums), tartar and cavities using triclosan and gantrez.

Emma Minto, assistant product manager at Colgate-Palmolive in Toronto, says triclosan and gantrez have both been patented by Colgate-Palmolive.

Minto says triclosan is the anti-bacterial agent in the white, mint-flavored toothpaste and gantrez is the ‘delivery system,’ a co-polymer that holds the triclosan on the gums.

She says Total was developed at Colgate-Palmolive’s research headquarters in Piscataway, n.j.

Carolyn O’Beirne, oral care category manager at Colgate-Palmolive, says Total will promote the company’s leadership in the oral care category and make it more profitable.

Minto, who calls the new toothpaste ‘the biggest innovation in the category for 30 years,’ says, with Total, Colgate-Palmolive is working to move the whole category to a more profitable level.

The Canadian toothpaste market, she notes, is worth $20 million less than it was worth in 1990.

Canadians now spend about $100 million a year on toothpaste.

Minto says the suggested retail price for a 100-millilitre standup tube of Total is $2.29.

She says the toothpaste also comes in a 75-mL laydown carton and a 150-mL laydown carton Family Pack and both have a gold embossed stamp on them.

‘What we’re saying is, `You’ve got the best of everything [with Total,]‘ ‘ Minto says.

She says Total is parity-priced with Colgate Baking Soda toothpaste, which appeared on store shelves last fall.

Jacqui D’Eon, a spokeswoman for Procter & Gamble in Toronto, maker of the best-selling toothpaste in Canada – Crest – says the company has no comment about the category or Total.

By press-time, phone calls from Chesebrough-Pond’s Canada had not been returned. That company makes Aim, Close-Up and Pepsodent toothpaste.

Minto says Total’s national advertising, in English and French, will break in late October.

She says there will be a good deal of tv support for the new product, but adds the media buy is not yet final.

Total’s agency is Young & Rubicam in Toronto.

Minto says it is expected Total will take a 6% market share by 1994 and build from there.

She says Total has been introduced in a number of countries – New Zealand, Portugal and Colombia among them.

She says in Australia, Total took 6% of the market in six months and now has 10%.

According to Minto, Total has not been introduced in the u.s. because it has yet to receive the appropriate government approval.

She says in Canada, Colgate-Palmolive submitted Total to the Health Protection Branch four years ago for tests and approval.

Minto says 14 clinical studies were done comparing Total with regular fluoride toothpaste.

She says it was found, on average, Total reduced placque by 45%, gingivitis by 57%, and tartar by 30%.

It was found to be equal to fluoride toothpaste in reducing cavities.

Minto says Total sold in Canada will be made by Colgate-Palmolive in Toronto.