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 The
relaunch of Colgate Fresh Energy Gel will continue to build on the
momentum of the immensely popular 'Talk to Me' ad campaign, which
caught the imagination of consumers across the country since its
debut in 2001. An extensive 360 marketing support programme including
a pulsating new TV commercial, press, outdoor, radio and cinema
campaign has been launched across the country.
A press release says that the new Colgate Fresh Energy Gel variants
are a result of consumer research that shows that a feeling of "freshness"
is one of the key benefits desired by users of toothpaste.
"Over the past eighteen months, Colgate Fresh Energy Gel has
undergone extensive consumer research. These tests have revealed
very strong and favourable consumer feedback. New Colgate Fresh
Energy Gel is an ideal toothpaste for all those who are concerned
about bad breath. It doesn 't just mask odour, but truly freshens
breath while the high impact flavours deliver a cooling sensation,"
says a Colgate spokesperson.
 The
release adds that young consumers today desire the confidence of
fresh breath and tend to opt for mints and gums with high-impact
flavours. Now, with New Colgate Fresh Energy Gel, they can go beyond
merely masking bad breath. It claims that the New Colgate Fresh
Energy Gel helps to get to the source of bad breath -- odour-causing
bacteria -- with a clinically proven germ-fighting system to keep
the mouth clean and fresh for hours.
According to the release, the all-new formulation of Colgate Fresh
Energy Red Gel contains a unique cooling agent with a clove like
spicy flavour that invigorates the senses and a refreshing new taste
that gives users fresh breath for hours after brushing.
Colgate Fresh Energy Blue Gel has been rejuvenated with more Mint
and Wintergreen, to give consumers really cool fresh breath for
hours. Its icy cool refreshing new taste has a sweet note that leaves
the mouth feeling clean and fresh for hours after brushing.
Announcing the revitalisation, the Colgate spokesperson is quoted
as saying: "Tastes and trends change, so Colgate Fresh Energy
Gel is being updated with these new, innovative and sophisticated
formulations designed to appeal to consumers of today and tomorrow."
Colgate Fresh Energy Gel will now retail at excitingly affordable
new price points enabling big savings for the consumer. The 200
g pack will now retail at Rs 53.50 (previously Rs 62.50), the 150
g pack at Rs 42.00 (previously Rs 50.00) and two new pack sizes:
80 g for Rs 25.00 and 40 g for Rs 12.50.
The Colgate Spokesperson said, "By making New Colgate Fresh
Energy Gel available at new price points, we are not just enhancing
its affordability but also encouraging trials by consumers who have
always wanted to use a gel toothpaste but were inhibited by price."
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Colgate has been ranked India's # 1 brand across all categories
for eight out of nine years (1992 - 2001) by the A&M-MODE annual
survey of India's Top Brands.
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