MUMBAI: FMCG major Colgate Palmolive has launched its oral-care toothpaste Colgate Herbal White with a core brand promise of offering "pearly white teeth naturally".

The launch of Colgate Herbal White is being supported by a 360-degree campaign including TV, outdoor advertising, in-store promotions and consumer-contact programmes. The merchandising and displays will continue to feature the mascot "Gillu-the beaver".

Colgate's strategy is to capitalise on two emerging trends - the growing consumer preference for herbal products and the emerging demand for an additional whitening benefit. Colgate Herbal White is an extension of the other herbal brand portfolio.

According to a press release, Colgate Herbal White with lemon extracts, eucalyptus, calcium, minerals and mint offers consumers a whole new brushing experience for sparkling white teeth. The release claims that the unique formulation has made the product a global success.

While unveiling Colgate Herbal White, a Colgate spokesperson said, "As the Number one oral care provider, we are continually looking for ways to strengthen our leadership by understanding and meeting consumers' evolving needs and preferences. Our research has shown strong consumer demand for a whitening benefit from their toothpaste in addition to the fundamental requirements of strong, healthy teeth. Colgate Herbal White has been launched in response to this need."

Colgate Herbal White will retail in new lemon-green cartons with Colgate's trademark herbal motif. It will be available in 50 grams (Rs 12.50), 100 grams (Rs 25), 200 grams (Rs 45) packs across the country.