Features

Just Brushed Fresh

November 26, 2008

Colgate rolls out Max Fresh, a multi-tasking toothpaste.

Just Brushed Fresh



Colgate rolls out Max Fresh, a multi-tasking toothpaste.



Morning routines just got easier thanks to the recent launch of Colgate Max Fresh, which is billed as the first toothpaste with mouthwash beads to help freshen breath.
 
“The introduction of the Colgate Max Fresh with Mouthwash Beads satisfies consumers’ growing desire for fresh breath,” said Tammy Park, brand manager, Colgate-  Palmolive. “This innovative product, which features sleek clear tube packaging, is the first toothpaste in the U.S. to feature mouthwash beads—helping consumers to easily add an extra rush of freshness to their daily brushing routine.”
   
The company hopes Max Fresh will provide a boost to sales too. While toothpaste sales rose just 2.8% last year, sales in the fresh subsegment jumped 8.5%, according to ACNielsen.
   
According to Colgate-Palmolive, Max Fresh is also the first toothpaste in the category to be sold in a clear tube, and the first die-cut carton with a window to show the product on shelf.
   
Nifty packaging, sure, but Colgate-Palmolive maintains the real story is in the formula. The company’s objective was to develop flavors that connote toothpaste freshness with notes of mouthwash. In consumer tests, the taste scored high in overall likeability and delivered on mouthwash attributes, according to Colgate-Palmolive.
   
The product began shipping in August.  l
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