Colgate toothpaste "Ring Of Confidence" - Australian TV commercial - YouTube Colgate toothpaste "Ring Of Confidence" - Australian TV commercial Want to watch this again later? Sign in to add this video to a playlist. Need to report the video? Sign in to report inappropriate content. Rating is available when the video has been rented. This feature is not available right now. Please try again later. Published on Feb 3, 2009 An early Aussie entry in the Colgate "Ring Of Confidence" series... Dates from the mid-60's - and no, that's NOT Kerri-Anne Kennerley! Category Toothpaste | Kevin Harrington by Kevin Harrington — 1 Comment ↓ Remember the old Colgate TV adverts? This one is all about the ‘ring of confidence’. If you don’t recall it here it is on YouTube. Back in those days Colgate was Colgate and your choices were large or small. I popped… Dental & Toothpaste ads Dental & Toothpaste Ads These are just a small portion of the ads that we have for sale. None of these are reproductions, all are original. Most of these are large ads, larger than our scanner bed.

Therefore the view shown on the page may not completely show the ad. They are placed in a plastic bag with a cardboard backboard for protection. Please e-mail us with your specific interests. These ads are arranged in alphabetical order by the manufacturer and then chronologically, earliest ads first. PAYPAL Amm-i-dent Black and white 10" x 13 1/2" ad for their Tooth Powder. The ad has a photo of Mr. Benjamin Lucatorto and his son Tom who have been getting "Fewer Cavities with Amm-i-dent". This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. July 18, 1949 Sold Out Amm-i-dent Black and white 5" x 10 3/4" ad for the Dentrifice designed to prevent cavities. There is a picture of a little girl looking at her dentist with apprehension as he checks her mouth out and says "More cavities! Why didn't your Mother give you Amm-i-dent." The ad then accuses the mother of being too smart to believe the ads that offered protection.

The ad mentions the prices of the three sizes offered and talks about the features of this product which made it so good. February 1953 View Dental 123 Calox Black and white 5 1/4" x 14" ad with actress Veronica Lake for their Tooth Powder. There is a picture of this actress with a toothy smile and the headline says "Bright Work, Miss Lake". The headline mentions that there are "Two ways to Whiteness your dentist follows both! So can you with Calox" and the text talks about these cleaning processes. The caption mention the new movie for Miss Lake, I Married a Witch and there is another picture of the actress eating an apple with her sturdy teeth. October 26, 1942 View Dental 119 / Veronica Lake ad Casco Black and white 9 1/4" x 12" ad for the exclusive Casco Cordless Automatic Toothbrusher. The ad has a photo of a feminine hand holding this product along with seven other regular toothbrushes. The ad headline says "for the first time any toothbrush in your home can be used in an automatic toothbrusher".

The ad text tells you that with this product you can insert any brush that you may have or prefer to use in this cordless dynamo. This ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. June 28, 1963 View Dental 44 Chlorodent Three color 5 1/4" x 13" ad that says that by using Chlorodent to brush your teeth you can "Get 5 times more active chlorophyll". The ad then says that "A chlorophyll toothpaste can do wonders - if it contaains enough active chlorophyll. Chlorodent gives you up to 5 times more active chlorophyll". The box there says that it offers "Visible Proof! Chlorodent tints your brush with the deep, rich green of chlorophyll itself. This proves that you are getting active chlorophyll - up to 5 times more! No other toothpaste gives you such dramatic proof". This will give you a "Clean Fresh Mouth All Day Long" and the bottom part of the ad mentions four reasons that it helps.

You will get "New Freedom from Mouth Odors", this "Keeps Teeth Cleanest", it "Fights Tooth Decay" and it is proven that "Half of all Tooth Losses Caused by Gum Trouble". August 11, 1952 Dental 137 Chlorodent Black and white 9 1/2" x 13 1/2" ad that relates how quickly you will realize that Chlorodent works. There are two pictures of a lady first thing in the morning. In the first picture, captioned "7:15 am 'Morning Mouth'" we see a profile of this lady holding her mouth as though something had crawled into it and died while she slept. The second picture, captioned "7:17 am. That wonderful, clean, fresh Chlorodent feeling" has her facing the camera with a look of joy as she holds her toothbrush above her head. The text talks about the Chlorophyll formula and how it will freshen you mouth while the two cleaning ingredients will "foam" your mouth clean and "polish" your teeth.

It doesn't say anything about really preventing cavities though, just getting rid of that breath that caused some families to have two bathrooms. July 27, 1953 Sold Out Chlorodent Black and white 10" x 13 1/2" ad for their Chlorophyll Toothpaste. There is a picture of a lady in a one-piece bathing suit wearing a diving helmet with the air hose traveling upwards. The headline claims that "Smart girls don't mask "morning mouth" - they get rid of it with Chlorodent" and you realize that the reason for the diving helmet is because she didn't use Chlorodent and needs to protect her dignity. The text claims that we wouldn't really go to the extremes of using a diving helmet and talks about why this toothpaste works the way they claim it does. February 22, 1954 Sold Out Colgate Three color 9 1/2" x 14" ad for their Ribbon Dental Cream. The ad has a drawing of a set of young men competing in a swimming race and another drawing of a young man brushing his teeth.

There is a copy of a letter from a man in the New York Athletic Club telling swimmers of the importance of dental health. The ad headline tells "What a Champion Swimmer Says About Teeth". This ad has a few dirt smudges in the lower left corner and the ad is larger than my scanner bed so the outer edges of the ad will not be visible in the scanned view. July 1924 Sold Out Colgate Black and white 4 1/2" x 13" ad for their Ribbon Dental Cream. This ad is another with a series of pictures that tells a story that has another happy ending. The ad starts with the heading "Alike as Two Peas - but it's a cinch to tell them apart!". We see two identical twin sisters, Mary and Margie, smiling as the next picture shows one man mentioning to another that no matter how much alike they looked, "it's easy to tell them apart these days". Overhearing that remark Mary asks Margie what he could possible mean and Margie proudly retorts that "last night I heard him say you ought to see a dentist about your breath". Mary does see the dentist who explains about Colgate Dental Cream fighting Bad Breath.

The next picture shows both sisters dancing closely with two young men and the one compliments Margie on how sweet she is. Mary is finally able to say "Thanks, Bob, but I'm not Margie - I'm Mary!". The last picture shows Mary smiling and talking about having No Bad Breath as well as a Sparkling Smile. May 2, 1938 Sold Out Colgate Black and white 5 1/4" x 14" ad for their Ribbon Dental Cream. The ad has a series of photos that tell a story. The first photo is of a U.S. Navy Seaman looking despondent as he leans against a fire hydrant thinking "I musta slipped her mind!". A friend stops by and tells him to "Try policing up that breath". He sees a dentist who tells him to use Colgate which he does and his girlfriend, and other girls, won't leave him alone. This ad is taller than my scanner bed so the outer edges of the ad will not be visible in the scanned view. January 17, 1944 View Dental 46 Colgate Black and white 5" x 14" ad for their Ribbon Dental Cream.

This is another one of their popular Story ads that tells how another unhappy person's life was changed by switching to Colgate. This time it is Julie, a very sad lady in the Navy. In the top picture she is in her uniform sitting with her chin in her hands and saying that "Nobody writes to ME!". She turns to her roomate and says that "even her boyfiends have let me down" and wonders if she may have bad breath. Her roommate, trying to increase the distance between Julie and herself, tells her that she is beginning to think straight and next time she is on liberty she should see her dentist. Her dentist stands fanning the space between Julie and himself with his instruments and suggests that she use Colgate to tackle that bad-breath problem. Later, as the letters begin to pile into Julie, Julie thanks her roommate for setting her straight and credits Colgate for making her teeth sparkle and her breath fresh. May 8, 1944 View Dental 22 Colgate Black and white 5 1/4" x 13 1/2" ad for the Colgate Ribbon Dental Cream.

This ad is a six-frame set of pictures that starts out with a sailor taking a lady on a buggy ride and she seems less impressed with him than you would have thought. They have stopped the ride and she is abruptly getting out saying "Thanks for the Buggy Ride". He grasps her arm and replies "Now lookit, Sugar! You can't open fire on a guy just because he tries for a little kiss". In the second picture she has calmed down ahd the two of them are talking. He says "Anyway, if I'm bein' washed out, I got a right to know why". She replies "But Buck honey, a girl just can't tell a fellow to set a course for his dentist's - for a thorough breath overhaul". In the third picture, it says that Buck sees his dentist who is telling him "To get rid of bad breath, I recommend Colgate Dental Cream! For scientiic tests prove that in 7 out of 10 cases, Colgate's stops oral bad breath instantly". Picture four shows the dentist continuing on.

"Colgate's active penetrating foam gets into hidden crevices between teeth - helps clean out decaying food particles - stop stagnant saliva odors - remove the cause of much bad breath". In the fifth picture he is back with his girl friend who seems to be opening up to him. "Got everything shipshape for you this trip, honey - including Gunner Buck himself!". She happily replies "Coming aboard Sailor - all set to have the preacher sign me up as mate on this buggy ride". The last picture just shows Buck saying "Colgate's sure does a job of cleaning and polishing teeth too". June 19, 1944 Sold Out Colgate Black and white 5" x 14" ad for their Ribbon Dental Cream. This is another of their storyboard ads with a series of pictures that show Colgate bringing joy to another person with relationship problems. This ad starts with a young boy sitting on the lap of a department store Santa telling him everything he wants. To the horror of his sister who is standing nearby he ends by saying "And my Sister wants a Mister!". The boy tells Santa that his sister really only likes Don but Don won't come to their house anymore.

Santa says that he knows Don and he knows the boy's sister and if she will just see her dentist he will have Don at her house on Christmas. The dentist keeps pointing at her with his mirror, probably to have her keep her distance, and explains that Colgate will fight bad breath and why it works. Later, it doesn't say whether it was on Christmas or not, Don and Sis were back together and the young boy was happy. December 16, 1946 View Dental 112 Colgate Black and white 5" x 13 1/2" ad for Colgate Ribbon Dental Cream. This is a product for which it can be said that "Brushing Teeth Right After Eating with Colgate Dental Cream Stops Bad Breath and Stops Decay Best!". They say that "Colgate Dental Cream instantly stops Bad Breath in 7 out of 10 cases that originate in the Mouth!". There are two pictures of smiling people who are offering their opinions. First there is a lady who says that "Colgate Dental Cream makes your mouth feel cleaner longer" and below this is a young lady who is smiling just as much as the older lady and she says "And the Colgate way stops tooth decay best".

This ad has a box just below the drawn in box that says that "No other Toothpaste of any kind whatsoever offers such conclusive proof!". That was a claim that you don't find repeated any more. August 11, 1952 Dental 136 Colgate Three color 5 1/4" x 14" ad for their Chlorophyll Tooth Paste. There is a picture of a smiling lady squeezing a stream of this tooth paste onto her tooth brush as the headline assures us that "New! Colgate Chlorophyll Toothpaste destroys Bad Breath originating in the Mouth" as opposed to bad breath originating on the feet I assume. The text talks about the Colgate Guarantee, mentions that Chlorophyll is an ingredient appearing in nature and tries to explain why it works. This ad is similar to another of their ads with only one phrase being different. September 15, 1952 View Dental 85 Colgate Black and white 2 1/4" x 10" ad for their Ribbon Dental Cream. The ad has a series of pictures that tell a story about Colgate helping a relationship.

The first three pictures are of two sailors talking about the horrible luck that one of them is having with a girl that he is interested in. The other sailor, after he finally gets close to the other sailor's face, suggests that he try Colgate because it "removes up to 85% of the bacteria that cause bad breath". The last picture is after he heeds his friend's advice and the girl and the lovestruck sailor are getting ready to get hitched. July 1953 Colgate - Brand-o-pedia (English 1101 B3) Brand History Origin of Colgate In the early 1800s, the Colgate-Palmolive company focused on the production of individual bars of soap. However, the creation of Colgate toothpaste in 1873 proved to be the company's greatest innovation. At first, in 1873, the toothpaste was sold locally as an aromatic cream in jars, but by the later 1870s, the Colgate brand would become the most successful toothpaste in the country; a title it would hold for more than 80 years.

The increasing success of the brand led to grater production and new innovations in packaging, and also increased advertising and marketing both nationally and internationally. Brand Recognition Extensive advertising led the Colgate toothpaste brand to national recognition through the late 1870s and beyond. Colgate became associated with the cosmetic value of toothpaste, and like Crest would come to dominate the therapeutic market, Colgate ruled the cosmetic toothpaste sector [1] . Later in the 1950s when Crest came into recognition for its therapeutic value, Colgate began advertising its therapeutic value, claiming that "For now-the same toothpaste you use to clean your breath while you clean your teeth-brings you a way to reduce tooth decay! Colgate Dental Cream has." [2] However in the 1985, this claim will be refuted by dentists who told congress investigators that Colgate and some other toothpaste brands provided misleading and false evidence in their advertisement [1] . As a result of this report, Colgate lost in its rivalry with Crest, losing not only its number one spot but also losing consumer confidence.

But in 1999, after a long forty years of competition, Colgate was able to reclaim the top spot in the toothpaste industry with the introduction of Colgate Total, the first toothpaste which could legitimately fight gingivitis [3] 1950s Colgate commercial which strove to establish the claim that Colgate had great therapeutic and cosmetic value. Brooke Sheilds, spkesperson for Colgate, advertising Colgate Total toothpaste. Marketing Over the decades, Colgate toothpaste has relied on various marketing techniques, appealing to beauty, health, and transformation. Since 1975 the brand has relied on celebrities like Brooke Shields to associate a certain sense of greatness with using the Colgate brand. Shields who started appearing in Colgate advertisements in 1975 [4] ,has grown with the brand and has become strongly associated with the marketing of Colgate toothpaste and mouthwash. In 2006, Colgate even sued Chattem on grounds of copying its Colgate Total toothpaste as well as adopting Colgate's use of Brooke Sheilds as a "celeb mom" by naming Christie Brinkley the spokesperson for their line of dental care products [5] .

But long before Shields, Colgate ran a commercial campaign in the late 1950s with the theme "Your Future Self." [6] These campaigns often portrayed people who used Colgate becoming whatever they hoped to be in the future, claiming that "In a few years you will be [whoever you want to be]" by using Colgate [6] . Although Colgate has still relied on the advertising techniques it used in the mid to late 1990s, the brand has provided more information concerning dental health and overall health. [7] By providing more information concerning body health, and providing for consumer interaction through its website Colgate , the Colgate brand has been able to successfully advertise its cosmetic value and therapeutic value, as well as build consumer confidence. Brand Culture The Colgate brand is a brand that has influence on a daily basis in many people's lives. It doesn't have much advertising, but the brand is fairly established and uses the need that people have for toothpaste to get news of their product to the public. [8] It has many positive receptions as the product does a good job to portray the brand with a high quality and status.

It does have negative criticisms though as evidence of people using other brands in favor of Colgate. Since Colgate is a brand that uses people to spread their information of the brand, it is okay to have this method of exposure. [9] In many instances, this may cross a border into the "commercial culture", but for this brand, they don't use this method of spreading the word for a subliminal message that people don't know about. Controversy Colgate was paired with a company in the 1980s that marketed a product called Darkie Black and White Toothpaste. Colgate received 50% interest on the company. In 1986, The Interfaith Center on Corporate Responsibility was offended by the name of the toothpaste and demanded Colgate to change the racially offensive name and packaging. Colgate made the necessary changes to avoid further criticism. [10] Brand Advertising Methods One of the most important aspects of Colgate’s business is advertising. Colgate's integrated marketing communications spans all forms of media and promotions, form traditional television ads and in store displays to internet contests and event sponsorships. Advertising Campaigns Colgate has advertised its products through numerous advertising campaigns targeting children as well as adults.

An advertising campaign for Colgate toothpaste from the 1940s used the slogan "It cleans your breath while it cleans your teeth". From the 1960s onwards, the slogan was "The Colgate ring of confidence". Moreover, Colgate also has a toothpaste and toothbrush mascot for children's entertainment, "Doctor Rabbit", which has been used in three tapes that teach about dental health and advertise Colgate toothpaste. Colgate has also advertised its products with the Bright Smiles, Bright Futures program where it put in efforts to promote better children's oral hygiene and dental care. Legends like actor Richard Roundtree and superstar athletes, including tennis sensation Venus Williams, NFL star Clinton Portis, and NBA standouts Malik Rose and Luke Walton have lent their support to the program. [11] Through programs such as these, Colgate has managed to increase awareness about its products among millions of American children. [12] Celebrity Branding Colgate has also used celebrities such as Brooke Shields to promote its products. This famous model is being used as their spokesperson to encourage more people to buy Colgate toothpaste.

Ads and Their Effects on Sales "Colgate Sales & Advertisement Effects" "Advertising spending supporting the Company’s brands rose 12% to an all-time record level on top of double-digit growth in 2004, leading to worldwide market share gains and strong volume increases. Profits in 2005 include $145.1 million of after-tax charges associated with our previously disclosed 2004 Restructuring Program. This four-year restructuring and business-building program was undertaken to help ensure continued long-term solid worldwide growth in sales, unit volume and earnings per share. These charges were partially offset by the net after-tax impact of certain Other Items that increased profits $29.9 million." [13] Brand Corporate Corporate Image Unlike many other brands, Colgate is marketable to the entire global population, regardless of age, race, gender, financial status; this allows Colgate-Palmolive, the makers of Colgate, the use of consistent, standardized branding approaches. Advertisements do not have to be crowd-specific; products do not have to be overly target-oriented. Colgate is marketed as a very community friendly, family brand.

Values are instilled deep within each and every project undertaken; from endorsing community programs, to emerging as a leader in the rise of sustainable development. [14] Economical Impact Colgate has created a reputation which has made it a popular choice among home makers and family circles. Colgate’s popularity is largely due to prices which lie at or a little above average in comparison to competing brands. As with all other brand name products, Colgate’s prices are higher than generic brand prices but lesser then competitor’s brands prices. Colgate is a fortune five hundred company; in the fiscal period ending December of 2008, Colgate-Palmolive brought in total revenue of $15,329.9, with a gross profit of $8,626.4; a gross profit margin of about 57% (not taking taxes into consideration). [15] Copyright Protection As recently as August 2009, Colgate-Palmolive brought suit against Johnson and Johnson, a major competitor, for using its ‘Total’ brand name to promote Johnson and Johnson’s Listerine Total Care line. Colgate claimed that Johnson and Johnson’s use of the Total name was a violation of its Intellectual Property rights.

[16] In November 2003, Colgate brought suit against Procter and Gamble (maker of Crest) for misrepresenting the Colgate brand in an advertisement. The advertisement aggressively endorsed P&G’s product while bringing scorn upon Colgate’s product. This was just one of the many suits exchanged by the two Fortune 500 companies. [17] References The unvarnished truth about toothpaste The unvarnished truth about toothpaste The unvarnished truth about toothpaste Toothpaste has a proud but somewhat chequered history, we spend over £9 billion a year on it and it isn’t even necessary… Now, in the interests of clarification and before anyone could possibly get the wrong idea, I don’t mean that brushing and flossing your teeth is unnecessary. It is…very. But the big brand toothpaste we all spend our hard earned cash to buy, to the tune of some £9 billion globally by 2020 is a luxury addition to the oral hygiene armoury, not its chief weapon.

The first “toothpaste” that can be found in historical records dates back to the 4th Century BC from which a scroll has survived containing a recipe for “a powder for white and perfect teeth”. Before the widespread use of powders and ‘dental creams’ all sorts of materials were used by humans to clean their teeth; crushed eggshells, pumice, soot, salt and even burnt horses' hooves. Even isolated tribes in remote corners of the earth know to use sticks and plants to rub their teeth and gums to keep them clean. After all, you won’t find too many dental hygienists or oral surgeons in the rainforests or Serengeti hinterlands. The point is that toothpaste is not soap or a cleanser in its own right, it’s the act of brushing that scrapes away the plaque that damages enamel and causes tooth decay. It’s also regular brushing that invigorates the gums and cleans the space between tissue and teeth preventing gum disease. It’s not the toothpaste doing the work; its you.

Of course some toothpastes have added active ingredients which act as whiteners, or anti-inflammatories, or enamel strengtheners, or analgesic any or all of which may be recommended by your dentist and may prove useful depending on your particular case. But in the main when you buy commercial brand toothpaste you are purchasing the flavouring, the suds or foam and the promises of protection from plaque and bacteria. All of these ‘effects’ are produced by added chemical agents and they are all unnecessary to the task at hand, which is to clean away the debris of food and any plaque that is already forming over the teeth and gums. There is no other way to remove this than to scrape it away using a brush (which reached about 60% of the surfaces of your teeth and floss to reach the other parts. In fact some dentists recommend doing this once a week with water only as a sure way to give a rigorous cleaning to the teeth. It is also true that the many added chemicals ( just try reading the label of a tube of toothpaste sometime), even the added fluoride that most commercial brands contain, can be a cause of irritation to some users.

The agent that causes toothpaste to foam, usually sodium lauryl sulphate (or SLS) is known to cause blistering and mouth sores in some people. But it is this combination of vague protection, a clean taste and the action of foaming that the manufacturers are selling, even though none of them actually cleans your teeth. The Colgate company, originally a producer of soaps, invented an “aromatic dental cream” in 1873; in 1896 it sold the first toothpaste in a tube and the industry has never really looked back ever since. It is no coincidence that the first UK television Ad was for toothpaste; advertising and convincing the public of its technological basis in science had been a mainstay of toothpaste marketing. Older readers may remember the colgate “ring of confidence” when the product claimed to “clean your breath as its cleans your teeth”….nice, and wholly untrue…how can breath be “cleaned”. In more recent times it has claimed that “80% of dentists recommend it”, a claim it was forced to withdraw in 2012 because there was no evidence whatsoever to support it.

But I am not suggesting for a second that Colgate is any better or worse than its rivals, or that any of them have anything but the best of motives. All I am saying is that the best way to keep your teeth clean is through regular brushing with a gently abrasive medium, everything else is just added ‘benefits”. And God help you if you don’t like mint or spearmint. Colgate-Toothpaste tag lines. ( 2nd post) | Slogans, Catch lines and Tag lines Colgate-Toothpaste tag lines. ( 2nd post) Refer also my earlier post on this -Saturday, January 1, 2011-Thanks. One of the most important aspects of Colgate’s business is advertising. Colgate's integrated marketing communications spans all forms of media and promotions, form traditional television ads and in store displays to internet contests and event sponsorships. Unlike many other brands, Colgate is marketable to the entire global population, regardless of age, race, gender, financial status; this allows Colgate-Palmolive, the makers of Colgate, the use of consistent, standardized branding approaches. Advertisements do not have to be crowd-specific; products do not have to be overly target-oriented.

Colgate is marketed as a very community friendly, family brand. Values are instilled deep within each and every project undertaken; from endorsing community programs, to emerging as a leader in the rise of sustainable development. Colgate has also used celebrities such as Brooke Shields to promote its products. This famous model is being used as their spokesperson to encourage more people to buy Colgate toothpaste. Colgate has advertised its products through numerous advertising campaigns targeting children as well as adults. An advertising campaign for Colgate toothpaste from the 1940s used the slogan "It cleans your breath while it cleans your teeth". From the 1960s onwards, the slogan was "The Colgate ring of confidence". Moreover, Colgate also has a toothpaste and toothbrush mascot for children's entertainment, "Doctor Rabbit", which has been used in three tapes that teach about dental health and advertise Colgate toothpaste. Colgate has also advertised its products with the Bright Smiles, Bright Futures program where it put in efforts to promote better children's oral hygiene and dental care.

Legends like actor Richard Roundtree and superstar athletes, including tennis sensation Venus Williams, NFL star Clinton Portis, and NBA standouts Malik Rose and Luke Walton have lent their support to the program. Extensive advertising led the Colgate toothpaste brand to national recognition through the late 1870s and beyond. Colgate became associated with the cosmetic value of toothpaste, and like Crest would come to dominate the therapeutic market, Colgate ruled the cosmetic toothpaste sector. Later in the 1950s when Crest came into recognition for its therapeutic value, Colgate began advertising its therapeutic value, claiming that "For now-the same toothpaste you use to clean your breath while you clean your teeth-brings you a way to reduce tooth decay! Colgate Dental Cream has. But in 1999, after a long forty years of competition, Colgate was able to reclaim the top spot in the toothpaste industry with the introduction of Colgate Total, the first toothpaste which could legitimately fight gingivitis (Ref Wikipedia & others) Colgate Total toothpaste Number 1 recommended by dentists.

Colgate Oxygen toothpaste Close Up Is A Popular Brand Of Toothpaste Marketing Essay Close Up Is A Popular Brand Of Toothpaste Marketing Essay Published: Last Edited: 23rd March, 2015 This essay has been submitted by a student. This is not an example of the work written by our professional essay writers. Introduction: Close-up is a popular brand of toothpaste in India and is marketed by Unilever. Unilever is a well FMCG company in Indian markets. It has an experience of around 50 years and has the faith of millions of people in India. Close-up is an important product through which Unilever launched themselves as a leading company in India. Close-up, launched in 1967, is said to be the first gel toothpaste in the world. From the day of launch, it has been compared to 'Freshness' and has been targeted to the youth crowd. In 2003, Unilever sold the licensing rights to Church & Dwight in United States and Canada. But, in India the Unilever continues its sales and it has not failed to appeal the youth crowd even today.

The advertising campaigns of this toothpaste are also very stylish and many famous stars have been roped in to endorse this brand. It has been market leader in the Indian markets for over 3 decades. History: Unlike the typical opaque, mint-flavored toothpaste of the time, Close Up debuted in 1967 as a clear red gel with a spicy cinnamon taste and mouthwash right in the toothpaste. A unique brand identity was developed, with Close-Up positioned as the toothpaste that gives people confidence in those very "up close and personal" situations. It was the first gel toothpaste that gives consumers theÂ option to brush with transparent, shiny, bright colored gel toothpaste. The idea of a toothpaste that could give them fresh breath, white teeth and, subsequently, a little extra self-confidence and sex appeal provided instant appeal to consumers. Over the years, Close-Up briefly flirted with a few variations, from a green mint-flavored version to a trendy clear gel.

In 2006, Close-up Limited Edition launch in Arabia redefined the toothpaste market with its unique new flavors: Choco-loko, Tangerine Burst, and Lychee.Â It brought excitement and life into the rather boring toothpaste category and helped the brand achieve record sales and shares. One thing remains constant: Close-up is still symbolized by attractive white smiles in very close situations. Key facts First toothpaste in US to combine mouthwash and toothpaste in one formula First gel toothpaste in the world The Fluoride in Close Up called monofluorophospate makes the entire tooth structure more resistant to delay. It also strengthens teeth, which aids in repairing early delay before the damage can even be seen. Close-Up is the number 2 brand in the GCC Products Offered: As said earlier, the specialty of close-up toothpaste is that, it has come out of the typical opaque, mint-flavored toothpaste to a cleared gel with a spicy cinnamon taste. Its products straight away appealed to the youths and from the day of launch, Close-up has introduces a lot of products into the market.

The main motive of Close-up was to target youth and hence to move along with the trendy market, they launched a lot of products. They have introduced tooth with crystals in it, the crystal frost were used to whiten teeth and to give icy-cool freshness. Then they introduced toothpaste with two colored gels known as the Fire Freeze. It had red and blue gel which is used for providing intensive cooling sensation and to give long lasting freshness. The toothpaste is available in different flavors like lemon, menthol, orange, snowman, etc. Some of the products are shown below: Close Up Crystal Frost - Winter BlastClose Up Crystal Frost - Menthol Burst Close Up Fire FreezeClose Up Crystal Crystal Frost Eros Red Green Core Green ExplorerClose Up Jares Lemon Mint Menthol Chill Orange Explorer Red HotSnowman Green Yellow Core Logo and slogan: The closer, the better -Close Up The left side logo is the one which is used in the Indian markets and the right side logo is used in the US markets. The slogan is very apt for the product which is focusing on youth. The slogan emphasizes on improved confidence when you go close to someone. It symbolizes freshness and targeted for the people young at heart.

Marketing Strategies: Close-Up toothpaste targeted youth people and hence their marketing strategies are youthful and trendy. Their advertisements had lot of music and dance. Popular stars who appeal to the youth crowd have been roped in the advertisements. The strategies emphasized on white teeth, fresher breadth, no tooth decay, more confidence to come close to their preferred sex, etc, and this was exactly the characteristics of the toothpaste that teens demand. The covers of the toothpaste had couples with bright smiles with white teeth. This gave a fresh look to the brand. When we consider niche market of people between 13 to 24 year old, Close-up continues to be a leader in the market. C:\Users\kamal\Desktop\CloseUpSlide1.jpg Revenues and marketing share: When we consider the fast growing gel toothpaste segment, Close-Up has upper hand than its competitors. The segment comprises of 900 crore people and Close-up leads this segment with a 60 percent share. This huge success of Close up is often attributed to its youth centric advertisements and its innovative market strategies. When we take the youth segment, Close up is the market leader clearly.

But when we take the overall market share Close-up stands at second place next to Colgate. As the gel toothpaste market is increasing, the market share of Close up is in the raise and Close up has a record of being the market leader for over three decades. USP: Close Up is synonymous with 'Freshness' that gives a confidence to get close to someone you love. Gel Toothpaste - Alternative to White Toothpaste First mover of the gel paste segment. First gel toothpaste in India - launched in 1980 The dual benefits (shiny white teeth & fresh breath) and a modern ingredient (Mouthwash) makes it very appealing Market leader in the gel-segment for almost 3 decades Excellent advertising and branding India's 1st singing contest 'Close-UpSangeetMuqabala' on Radio and 'Close-Up Antakshari' on TV. Strong positioning in the segment of 2 in 1 toothpaste Colgate: INTRODUCTION: Colgate is a sub-brand of Colgate-Palmolive Company. It is an oral hygiene product line of toothpastes, toothbrushes, mouthwashes and dental floss.

From a modest start in 1937, when hand-carts were used to distribute Colgate Dental Cream Toothpaste, Colgate-Palmolive (India) today has one of the widest distribution networks in India - a logistical marvel that makes Colgate available in almost 4.5 million retail outlets across the country. The Company has grown to a Rs. 2200 crore plus organization with an outstanding record of enhancing value for its strong shareholder base. The company dominates the Rs. 4100 crore Indian toothpaste markets by commanding more than 50% of the market share. Since 1976, Colgate has worked in close partnership with the Indian Dental Association (IDA) to spread the message of oral hygiene to children across the country under its 'Bright Smiles, Bright Futures' Schools Dental Education Program. This program has successfully reached more than 95 million school children covering around 1,94,000 schools in 250 towns across the country since its launch. The program focuses on children so that the message of good oral hygiene is carried home to families and the community at large.

In 2004, as an additional effort to create awareness for good oral hygiene 'Oral Health Month' (OHM), was introduced. Since its launch, OHM is conducted each year during September / October, where free dental check ups are conducted by Colgate in partnership with IDA across the country. Conducted in designated towns and cities to establish and promote the importance of good oral hygiene, OHM is Colgate's mass consumer contact program. The strong relationship and the trust of generations of consumers, trade and the dental profession built over decades of operations in India has made Colgate a trusted household name.Â In 2009, Colgate-Palmolive (India) was adjudged as the Best Value Creator (Mid Cap Category) in the 2009 Outlook Money NDTV Profits Awards. In 2003, Colgate was ranked India's #1 Most Trusted Brand across all categories by Brand Equity's Most Trusted Brand Survey conducted in conjunction with Nielsen - a position it held in succession for four consecutive years from 2003 to 2007 and has been the only brand in the top three coveted position in all the 8 surveys conducted since 2001.

Prior to this, Colgate was also rated as the #1 brand by the A&M - MODE Annual Survey for India's Top Brands for eight out of nine years during the period 1992 to 2001 HISROTY: Colgate was the first toothpaste in a collapsible tube, introduced in 1896, when it had previously been sold in glass jars since 1873. Present in India since the 1930s, Colgate is almost synonymous with toothpaste in the Indian market. It is accepted well both in the rural and urban areas. It has been ranked as the 17th most trusted brand in India by The Brand Trust Report. In 1806, when the company was founded by 23-year-old William Colgate, it concentrated exclusively on selling starch, soap, and candles from its New York City-based factory and shop. Upon entering his second year of business, Colgate became partners with Francis Smith, and the company became Smith and Colgate, a name it kept until 1812 when Colgate purchased Smith's share of the company and offered a partnership to his brother, Bowles Colgate.

Now called William Colgate and Company, the firm expanded its manufacturing operations to a Jersey City, New Jersey, factory in 1820; this factory produced Colgate's two major products, Windsor toilet soaps and Pearl starch. Colgate-Palmolive Company's growth from a small candle and soap manufacturer to one of the most powerful consumer products giants in the world is the result of aggressive acquisition of other companies, persistent attempts to overtake its major U.S. competition, and an early emphasis on building a global presence overseas where little competition existed. The company is organized around four core segments--oral care, personal care, home care, and pet nutrition--that market such well-known brands as Colgate toothpaste, Irish Spring soap, Softsoap liquid soap, Mennen deodorant, Palmolive and Ajax dishwashing liquid, Ajax cleanser, Murphy's oil soap, Fab laundry detergent, Soupline and Suavitel fabric softeners, and Hill's Science Diet and Hill's Prescription Diet pet foods. Colgate-Palmolive has operations in more than 200 countries and generates about 70 percent of its revenue outside the United States. PRODUCTS OFFERED: Colgate has a wide range of products in the market.

Each product has its own significance. Some of the products and their significances are: Colgate Total Advanced - contain silica for ensuring extra clean teeth. ColgateÂ® Optic White - uses hydrogen peroxide to achieve visible whitening everyday Colgate Total - help preventing many common oral health conditions. Colgate Sensitive Pro-Relief - Used for curing lasting pain relief with regular usage Colgate Max Fresh - Contains mint and helps for giving a fresh breadth. Colgate Luminous - It protects against yellowing and stains. Colgate ProClinical White - Provides professionally inspired, clinically proven results. Colgate 2in1 - liquid gel varieties launched to target the gel toothpaste segment. LOGO and SLOGAN: Number 1 recommended by dentists. MARKETING STRATERGY: Colgate have been in the market for many decades. It's advertisement has changed from time to time. The first advertisement is launched in 1960. In this advertisement colgate focused on youngsters. This ad shows a college campus where a girl pays attention to a boy who brushes his teeth with COLGATE. It was shown that colgate gives bright teeth and fresh breath.

Then there came another on tv in 1996, with Aishwarya Rai. A boy is there in the ad who dates with Aishwarya, it shows that colgate refreshes the breath. Its punch line was 'Saanso mein zindadil taazgi'. Then on 18, may 2006 the next ad was broadcasted. In this ad it was shown that some people feels pain in their teeth when they eat something. A girl comes and suggests to use colgate as it contains salt which helps in getting rid of tooth problems. Next ad came on tv on 31, august 2007 and was of 30 seconds duration. In this ad stress is given on fresh breath. A lady police is there in the ad who stops a guy's car for alcohol test and she gets impressed by his tempting fresh breath. Next ad was on air on 9,april 2008 and was of 30 seconds duration. In this father & son are shown painting wood and son leaves some portion of it than father explains son the importance of total protection whether its wood or teeth. More revealing a dentist is shown doing comparison.

In next ad, there is a comparison between Colgate and other ordinary toothpaste, to make ad more revealing a dentist is shown doing this comparison that colgate makes teeth and gums stronger and fights germs for a long time. In a recent ad two small kids are shown who are acting as a dentist at their father's dental clinic where one kid is diagnosing other's teeth and they say that there is no problem in the teeth and then father comes and says the same thing, so its shown that even a father as well as dentist is recommending Colgate to his kids. An advertising campaign for Colgate toothpaste from the 1940s used the slogan "It cleans your breath while it cleans your teeth". From the 1960s onwards, the slogan was "The Colgate ring of confidence".Colgate has a toothpaste and toothbrush mascot for children's entertainment The main punch line of Colgate is 'Dentist ka sujhaya number one brand'. This toothpaste also approved by 'Indian Medical Association'. REVENUE AND MARKET SHARE: Colgate has been the leader in Indian market for many decades. The market share of Colgate in India is about 60 per cent.

In the normal toothpaste segment there is no nearest competitor for Colgate. In gel segment Close-Up posts a very tough competition to Colgate. To mark in that segment Colgate has started products like 2 in 1 gel toothpaste. In Indian market Colgate is generally synonymous to the word toothpaste. It has been in the market from tooth powder and they were the first one to introduce toothpaste in tubes. Hence, there is lot of faith in the market and Colgate can hold the markets for long. USP: Colgate has a global market and it is known for producing quality products. It has strong channels of distribution globally. It is the number one selling toothpaste in the world. It has a wide range of products. It is synonymous to toothpaste in Indian market. It is accepted by ADA for the prevention of tooth decay. Pepsodent: INTRODUCTION: Pepsodent is a brand of toothpaste with a minty flavour derived from Sassafras. The brand is owned by Unilever, but in 2003 the rights to the brand in the United States and Canada were bought by Church and Dwight.

Pepsodent was a very popular brand before the mid-1950s, but its makers were slow to add fluoride to its formula to counter the rise of other highly promoted brands such as Crest and Gleem toothpaste by Procter & Gamble, and Colgate's eponymous product; sales of Pepsodent plummeted. Today Pepsodent is a "value brand" marketed primarily in discount stores and retails for roughly half the price of similarly-sized tubes of Crest or of Colgate. Pepsodent has a range of toothpastes and toothbrushes that could take care of specific oral care needs. Pepsodent toothpaste fights germs to protect teeth against cavities and gives strong teeth, fresh breath and healthy gums. Pepsodent as an oral care expert offers solution to specific problems like bleeding gums and sensitive teeth. HISTORY: The history of Pepsodent goes back at least to the 1920s. It was advertised for its purported properties fighting tooth decay, attributed in advertisements to the supposed ingredient Irium. Irium is another word for sodium lauryl sulfate, an inexpensive ionic surfactant.

However, in a 1994 speech, then-FCC chairman Reed Hundt claimed that the "Irium" mentioned in Pepsodent advertisements "didn't exist". Another ingredient, "I.M.P." was purported to whiten teeth. Its best-known slogan was "You'll wonder where the yellow went / when you brush your teeth with Pepsodent!" British comedian Jasper Carrott referred to the slogan in one of his stand-up routines, saying "On your tongue - that's where the yellow went!" In the 1930s a massive animated neon advertising sign, featuring a young girl on a swing, hung on a building in Times Square in New York City. This ad was re-created for the climax of the 2005 film King Kong. The product was discontinued in South Africa in 1974 but was revived in 1976 with a new ad slogan "Gets Your Teeth Their Whitest" featuring celebrity endorsers Rita Moreno, Steve Lawrence, and others. The popular slogan was also changed in South Africa to "You'll wonder where the dullness went / when you polish your teeth with Pepsodent".

Pepsodent is still sold as a Unilever property in all markets except the United States and Canada. In Vietnam Pepsodent is called P/S Pepsodent was launched in 1993 in India and since then the brand has raised the benchmark on Oral Care solutions in India. PRODUCTS OFFERED: Pepsodent Germicheck+Pepsodent WhiteningPepsodent 2in1Pepsodent Center FreshPepsodent Gum CarePepsodent SensitivePepsodent Kids Pepsodent has been used to cure tooth decay and to cure oral problems. So, it has products like germi-check, whitening, etc. To target youth crowds and to compete in the growing gel market they introduced a 2 in 1 gel toothpaste which is also very popular in the market. It also has a special product for taking care of gums. Logo and slogan UK television adverts 1955-1985 We want the red stripes … But that’s all right! As you can see, Aquafresh has all three, Three-in-one protection for your family!

Voiceover: The red stripe helps fight plaque and protects gums, the white stripe has fluoride to fight decay, and there’s a blue stripe for fresh breath. That’s why Aquafresh gives all three … Three-in-one protection for your family. Tune: Three Little Fishes Promise her anything, but give her Arpège. Astral moisturising cream To cherish, to care for your skin. Aviance I’ve been sweet and I’ve been good, I’ve had a whole long day of motherhood, But I’m going to have an Aviance night, Yes, I’m going to have an Aviance night! Avon (1): 1960s The best thing a lady puts on! Avon (2): 1970s Made with perfume worth nine guineas an ounce! Camay soap (3): 1970 She (antiques shop assistant): Careful, that’s very valuable. He: It’s real porcelain isn’t it? So smooth and delicate — It’s beautiful, like erm — like your complexion. She: Oh, do you think so? He: Yes! She: Like porcelain!

Voice-over: It must be Camay with moisturising cream — A lather so creamy you’d think it came from a jar. Camay helps keep skin smooth. She: Anything else? Voice-over: To help keep a complexion as smooth as porcelain use Camay. Camay soap (4) You are in a beauty contest every day of your life! Camay soap (5): 1974 Creamy Camay: Soft lather, soft skin. Chanel No. 5 perfume (1) I am made of blue sky and golden light, and I will feel this way forever … share the fantasy! Chanel No. 5 perfume: 1979 (The background tune to the advert was a cover of the Inkspots 1950s hit: I Don’t Want to Set the World on Fire) I don’t want to set the world on fire I just want to start a flame in your heart…. He whispers: Charles … He whispers: Do you mind if I ask you a personal question? She whispers: What is it, darling? Voiceover: Share the fantasy — Chanel No.5. Chanel No.

19 perfume: Christmas 1984 Chanel No.19 — the outspoken Chanel. Charlie Perfume: 1975 There’s a fragrance that’s here to stay And they call it … “Charlie” Dum de dum … It’s kind of fresh, kind of NOW — Charlie! It’s kind of new, kind of WOW — Charlie! Clairol Hair Colouring/Lightener (1) Does she … or doesn’t she? Only her hairdresser knows for sure. Clairol Hair Colouring Stop right now and forget everything you ever knew about being a blonde. Up to now you could never be any of these delicate blondes. Clairol Hair Colouring/Lightener (2) If I’ve only one life, let me live it as a blonde! Clairol Loving Care: early 1960s How long has it been since your husband thought to bring you flowers? Could it be you seem older than you are? Hate that grey? Wash it away! Wash years away in minutes with Loving Care Hair Colour Lotion by Clairol. No mixing! No peroxide! Loving Care pours on right out of the bottle. Colours only the grey.

Washes it away without changing your natural hair colour! Easy! Used about once a month — Loving Care keeps grey away so you can forget you ever had any. Just choose the tone most like your own. It won’t rub off and looks so fresh and natural. Makes your husband feel younger too — just to look at you! Colgate: 1967 Get the Colgate ring of confidence around you. Colgate (2) 3-in-1 protection for your family Comfort Softness is a thing called Comfort. Cosifit nappies: early 1970s And Cosifits are cosy — so cosy cosy cosy! They do not leak Coty lipstick: 1960s A dancing mood, a gay new dress, and to match them both: Coty lipstick. Yes Coty lipstick colours are fashion-matched, each a perfect partner for one of the lovely new London shades. Choose your Coty lip colour from: Dahlia, Forest Fire, Coral Pink, Red Ribbon, Fresh Pink, Spun Gold, Gay Fuchsia, Rose Satin … and remember: Coty lipstick stays on longer, smooth, glowing, and extra brilliant!

Ask for Coty Fashion Matched lipstick — in the heavenly candy-striped case! Crest: 1959 (Small boy arriving home from the dentist’s — with Dad) Boy: Mum, I’m home! Look mum, no cavities! Mum: No new cavities! That’s wonderful! Dad: None for me either — this Crest toothpaste really works! Voice-over: Yes, Crest really works — for grown-ups and children, because only Crest has Fluoristan — a special Fluoride formula. Fluoride is the decay fighter dentists use — the decay fighter dentists put on teeth to prevent cavities. With Crest you put this same fluoride on your teeth at home too, every time you brush. That’s why Crest can cut your family’s cavity rate almost in half. Yes, when you switch to Crest with Fluoride you can prevent about half your family’s cavities. And for stopping mouth odour no toothpaste beats Crest. So switch to Crest and you too may hear: “Look mum, no cavities!” For men who don’t have to try too hard. Drene Shampoo: 1965 Use New Drene and you’ll stay perfectly fresh all day.

Earthborn shampoo: 1960s It is the bounce, the natural bounce — and you get it with Earthborn shampoo! Eve toilet soap Eve toilet soap will keep your complexion beautiful for him Fairy toilet soap The pure green soap from Fairy, Fairy toilet soap: 1974 Fairy has the cleaning edge. FemFresh: ?1965 When soap and water is not enough to keep a woman confident — FemFresh for feminine hygiene. Always the best for Georgie Fore! men’s grooming aids Mean, masculine — aftershave, hairspray, talc — the lot! Fore! brings out the “best” in a man. [with George Best] Gibbs SR Toothpaste (1): 1955 The first advertisement ever shown on UK television. On 22 September 1955, at 20:12:07, Jack Jackson announced: “And now the moment you’ve all been waiting for …” [Toothpaste shown in a block of ice, the Sodium Ricinoleate being added, and the packaging. Meg Smith brushing her teeth] It’s tingling fresh! It’s fresh as ice!

It’s Gibbs SR Toothpaste — the tingling fresh toothpaste that does your gums good too. The tingle you get when you brush with SR is much more than a nice taste — it’s a tingle of health. It tells you something very important, that you’re doing your gums good and toughening them to resist infection. And as this chart shows, gum infection is the cause of more tooth losses than decay itself. The tingle in SR comes from Sodium Ricinoleate — a substance which both dental research and years of use in dental practice have shown to be good for the gums. So to keep your teeth white as snow, your gums really healthy, and your breath really fresh: see your dentist regularly and brush with SR — the tingling fresh toothpaste for teeth and gums. Gibbs SR! Series of close ups of teeth being brushed Voiceover: The tingle says S and you say aaarrrhhh. Gibbs SR toothpaste (4): c.1973 Help yourself to keep your teeth. Gillette Blue razor blades: 1950s Look sharp, feel sharp, be sharp … And listen mister! How are you fixed for blades?

(do you have many?) How are you fixed for blades? (you’d better check!) Please make sure you have enough — ’Cos a worn-out blade makes shaving mighty tough! How are you fixed for blades? (you’d better look!) Gillette Blue blades are neat! Gillette twin-bladed GII razor: 1970s Twin blades that shave you close, then closer still. Gillette razors: early 1980s You’ve come so far … and we know how to make the most of who you are! When the race is ru-u-n — you’re the champi-o-o-n! Gillette — The best a man can get! Gillette — The best a man can get! Gleem Toothpaste: 1950s For people who can’t brush their teeth after every meal. Hai Karate aftershave Be careful how you use it! Halo shampoo (1) Halo is the shampoo that glorifies your hair, So Halo everybody Halo, For softer, livelier curls and brighter sparkling hair. Halo means natural beauty The first time that you use it And you need no special rinsing After you use it. Try Halo, let yourself glow!

Harmony hairspray (1) “That girl’s wearing New Harmony hairspray.” “Go on, you’re always saying that.” “I’ve never said it to you before.” Voice-over: Now it’s even harder to tell because New Harmony looks and feels even more natural — keeps hair looking smoother and softer. “Excuse me.” “Right again.” Voice-over: New Harmony — now the kindest hair-spray there is. One of them’s a natural — for your hair. Harmony hairspray (2): 1978 Is she or isn’t she? Yes, she is wearing a hairspray — and it’s Harmony hairspray in a brand new formula! So fine and gentle — you’re the only one who knows for sure! New Harmony hairspray! Harmony hairspray (3) Josephine’s hair is wild and unkempt…. Napoleon returns from battle, enters the tent, takes one look, and says: “Not tonight Josephine!” … then she tries Harmony. Head & Shoulders (1): 1968 Lady: Call me Jenny. Free on Saturday as well? Babysitter: Oh I’m free every night — with this. Lady: What’s the problem?

Dandruff? [Babysitter nods.] I’ve got something new for that — Head & Shoulders. Babysitter: Head & Shoulders? Oh, a shampoo. The ones I’ve tried never seem to do anything for my dandruff. Lady: This is a new one and it worked for me. Just use it regularly. Do try it. Babysitter: Smells nice, great lather — great if it worked. Lady: You look nice tonight — new sweater? Babysitter: New hair, more like. I could never risk black before. Your Head & Shoulders really did work. So tonight’s for free. Lady: All right, I’ll pay you double on Saturday. Babysitter: Saturday? Oh, I’m sorry, I’m booked — with a fella. Lady: I see. Well, just keep your head — and your shoulders. Voiceover: New from Procter & Gamble: Head & Shoulders — a dandruff shampoo that works. (With Sally Gleeson as the babysitter) Head & shoulders (2) I didn’t know you had dandruff!” “I don’t.

Head & Shoulders doesn’t just prevent dandruff — it keeps your hair looking great.” Head & shoulders (3): late 1970s A dandruff shampoo that works. Hiltone (Hair lightening product): late 1950s Get that shade lighter look Huggies nappies: c.1975 Now it’s new Insignia — And it’s all over now! Johnson’s baby powder For all those important little places. Johnson’s Baby Shampoo No more tears. Jontue: early 1970s Come to find the beautiful fragrance of Jontue — sensual … but not too far from innocence. Jontue — the beautiful fragrance … sensual, but not too far from innocence. Jontue from Revlon — wear it and be wonderful! Kiku: 1974/5 The soap on a rope. Kleenex tissues (1): 1966 Tear off another one quick! Made to mop up like a sponge, Because they’re double thick. Kleenex tissues (2) Don’t put a cold in your pocket! — Use Kleenex Tissues. Big and strong … best for colds.

Kleenex tissues (4) Pick up Boutique, Boutique it away, Boutique it away; Pick up Boutique and Boutique it away. Pick up Boutique, Boutique it away, Boutique it away; Pick up Boutique and Boutique it away. Kleenex tissues (5): 1974 Soft, strong, pops up too! Kleenex tissues are just for you! Knight's Castile soap: c.1963 Look your loveliest with Knight's Castile. Lifebuoy soap (1): oddments Lifebuoy soap: For around the clock freshness. B.O. Your best friend won’t tell you. What even your best friend won’t tell you Woman who has been shunned: Then a friend told me why: B.O. Lifebuoy soap (2): 1962 Living at today’s non-stop pace, it’s harder than ever to stay fresh. So say NO to BO with new Lifebuoy toilet soap — now more effective against BO than ever! Use it every day for non-stop protection … because Lifebuoy now has double the deodorant! You stay fresh and confident … even at today’s non-stop pace! Double deodorant Lifebuoy says NO to BO!

L’Oreal Because I’m worth it. (Later became: Because you’re worth it) Loxene Shampoo Hair with a shine and a shimmer and a sheen; That’s the look — Loxene. Health hair that’s clean as clean; That’s the look — Loxene. Ever seen a foam like this before? Ever had your hair so clean before? When the Loxene habit comes to stay, You wash your dandruff clean away. For hair with a shine and a shimmer and a glimmer and a sheen: Look, Loxene! The soap of the stars! Lux soap: early 1960s Sandie Shaw: I asked if I could sing about Lux but they said: no, just use your own words. Well, I think New Lux is fantastic, and really new! It’s got a new wrapper and a wonderful new perfume — just the kind I go for! But what’s really marvellous about New Lux is the new silky lather! It seems more than just a lather, it feels like a rich cream, and leaves my complexion so soft and smooth! New Lux makes me feel really good all over … right down to my toes!

Try it yourself — see how great it is! Lynx: 1985 Lynx is the all-over deodorant body-spray for men. Lynx is musk, amber, spice … Lynx — because first impressions count! Lyril soap: 1950s Chorus: Get that lovely, lively Lyril feeling! Girl: Lyril? it’s sensational: a new kind of soap! Well, it feels just like soap till you wash with it, then things start to happen Chorus: Get that lovely, lively Lyril feeling! Girl: It’s soap, but it’s different. You can tell by the lather: that feels different somehow. Even the water feels different! Chorus: Get that lovely, lively Lyril feeling! Girl: Soap was never like this. My skin feels so different. I have never felt so clean. I feel just sensational! Chorus: Get that lovely, lively Lyril feeling! Girl: It’s a tingle inside you. you just bubble over. I thought soap was just soap. But oh, this Lyril! Chorus: Get that lovely, lively Lyril feeling! Girl: Lyril?

It’s sensational! Macleans toothpaste (1) Macleans white teeth mean healthy teeth, But half-clean teeth are not. Macleans toothpaste (2) Have you Macleaned your teeth today? Macleans toothpaste (3): c.1965 Macleans says whiteness a hundred times a day! Macleans toothpaste (4) You’re as cold as ice (Ice white smile) You’re willing to sacrifice (Ice fresh breath) You’re as cold as ice You’re willing to sacrifice. Macleans ice whitening! [Tune: “Cold as Ice” by Foreigner] Mandate aftershave (1): 1977 Mandate says a lot for a man! Mandate aftershave (2): 1983 Maybe she’s born with it, maybe it’s Maybelline. Mentadent P: 1980 (A lorry driver kisses his wife on the doorstep before leaving for work, and all the neighbours come out in their nightwear to remind him about brushing his teeth) While your on your foreign trip, Stay fit and well, Don’t forget to to care for your gums, Brush with Mentadent P.

Remember P for protection, oo-hoo P for prevention, oo-hoo, P for the plaque that grows on your gum-gums. Stay away from greasy cafs, Get to bed by three, Take good care of your gums, Brush with Mentadent P! [Tune: “Button up your overcoat”] Mum Rollette deodorant: 1960s (Words shown on screen as girl dances) Discotheque London It’s hot: over 70°. This girl: cool, dry. She’s tried other deodorants. Yes you gotta hold on! Bet she uses Mum. To help stay cool, stay dry. Everybody hold on! Voiceover: Whatever you’re doing, Mum Rollette helps keep you cool, keep you dry. Mum deodorant My Mum’s better than your Mum. No my Mum’s better than yours! No my Mum’s better than your Mum. No my Mum’s better than yours! Mum keeps you fresh Some men have no way of controlling their hair, Other men have the Natural Way. Both ways look pretty much alike — At least … some of the time!

The Natural Way is a new man’s hairspray that sprays so invisibly fine it looks like nothing, but holds like anything — And that’s why it’s called … The Natural Way! [With Likely Lads Rodney Bewes & James Bolan] Nice and Easy hair colour Nice ’n’ easy, Nice ’n’ Easy, The new kind of shampoo-in That looks like ?new in. Nivea (1): c.1960 Sung by a female chorus: Your skin needs Nivea. It helps protect your skin. Old Spice (1): 1950s Brushless or lather boys, whichever you've the notion. Fifty cents for shaving cream, a dollar for the lotion. "Old Spice means quality," said the captain to the boson. So look for the package with the ship that sails the ocean. Yo-Ho! Yo-Ho! Give your baby something you never had as a baby — a drier bottom. Pears Soap Preparing to be a beautiful lady. Pepsodent toothpaste (1): 1957 You’ll wonder where the yellow went When you brush your teeth with Pepsodent.

For whiter teeth, fresher breath … Pepsodent! You’ll wonder where the yellow went When you go steady with Pepsodent! [Mimicked in “That Was The Week That Was” in 1963 when Willie Rushton sang: “You’ll wonder where the Tories went / When Wilson forms his government”] Pepsodent toothpaste (2): 1957 What’s your secret, Susie Q? The boys all seem to go for you. It’s true the boys all like my style, But the secret is my winning smile. I used to sit home discontent, Till I discovered Pepsodent! You’ll wonder where the yellow went When you brush your teeth with Pepsodent! Now Pepsodent cleans film away — It’s tasty too — get some today! You’ll wonder where the yellow went When paste and brush are Pepsodent — Pepsodent! Pepsodent toothpaste (3): 1950s Hey, hey Suzie Q — what’s cookin’ with you? Your teeth look whiter than no-no new! My teeth aren’t new but my toothpaste is, New Pepsodent, get with it kids!

New package, new flavour, new formula too — Means brighter smiles for me and you. You’ll wonder where the yellow went When you brush your teeth with Pepsodent! New formula with I.M.P. Gets teeth much whiter — you can see! It cleans the stains and film away While IRIUM fights tooth decay. You’ll wonder where the yellow went When you brush your teeth with Pepsodent! The taste is new — so fresh and clean, That new taste really lasts, it’s keen, And while it makes your smile a rave — It also makes your breath behave. So start going steady right away — With Pepsodent — get some today! You’ll wonder where the yellow went When you brush your teeth with Pepsodent! Pepsodent! Pepsodent! The smile that wins is the Pepsodent smile! Pepsodent toothpaste (5) Pepsodent wins 3 to 1 over any other toothpaste! Philips Philishave: 1956 A better shave all round. Pretty Feet deodorant: 1969 What’s the ugliest part of your body?

Puritan Soap (c.1955) Featuring a lady prancing around a stage set Puritan, Puritan … the modern home soap Quickie’s tissue packs Quick, quick, quick my Quickies! Radox bath salts: mid-1960s Ease away those aches and pains. Relax in a Radox bath. Remington shavers: c.1980 I liked the shaver so much I bought the company. [Victor Kiam] Rimmel “Beauty on a budget” make-up: early 1960s The Rimmel “Beauty on a budget” series — all that’s best for beauty, all at 1/3d, enables the career girl in a hurry to choose a cosmetic wardrobe in the minimum time, the housewife with a limited budget to afford the best in cosmetics, and the teenager to experiment with new fragrances, new make-up, and new shades! Choose from the Rimmel … the Rimmel “Beauty on a budget” tray! $ All that’s best for beauty — all at 1/3d! Scotties: c.1960 Is there a cold in the house? There is?! Two?!

Never mind, extra soft Scotties are kind to tender noses. Give your cold the gentle care of Scotties! Soft, soft Scotties — with wet strength! So blow as hard as you like — you’ll never blow a hole through a Scottie! In white, softest pink, and yellow. Scotties! The toothpaste with hexachlorophene in the stripe. Signal toothpaste (2): c.1972 Signal 2. Proven to fight decay. Silvikrin shampoo Silvikrin puts the “oo” in “shampoo”! Smokers Toothpowder Smokers Toothpowder removes unwanted stains. Sno-Mist deodorant: early 1960s Supersoft shampoo — with real French perfume! (Price shown on sachet was 4d) Sure deodorant Raise your hand! You’ve got it! Raise you’re hand! You know it! You feel confident and secure. Raise your hand! (You know why now.) Raise your hand! (You feel dry now.) Raise your hand if you’re sure — confident, confident, dry and secure. Raise your hand, raise your hand, if you’re sure! Toni home perm Which twin has the Toni?

Tweed Perfume: c.1970 Wear Tweed – the finishing touch. Ulay Foaming Beauty Wash (now Olay) He: In five days we’ll change the way you wash your face for ever. She: What’s wrong with soap and water? I said. OK I find soap and water a bit drying but that’s the price you pay for clean skin. He: We asked Sheridan to use Ulay’s foaming beauty wash instead of soap for five days. She: After rinsing my skin felt smoother — as clean as soap but not at all dry. I wasn’t expecting softer skin after just five days but that’s what I got. He: Ulay’s foaming beauty wash will change the way you wash your face for ever. She: I’ll never let soap near my face again. Fantastic! Ultra-Brite toothpaste: 1975 Ultra Brite gets you noticed! Take Cindy: For three weeks Cindy had flown with Captain Jim Sinclair — but Jim felt Cindy was strictly coffee, tea, or milk. Then Cindy discovered Ultra Brite! Ultra Brite! Dynamite white! Dynamite fresh! It got her noticed! That night Cindy and Jim took off together.

Her feet haven’t touched the ground since! Try new Ultra Brite — for a smile so white …. It gets you noticed! Every day in every way you’re OK with Us Us goes everywhere we go — to help keep us dry The hotter we get the harder Us works Us — the deodorant for him, for her, for all of us Every day in every way you’re OK with Us! Day after day (you’re OK) night after night (you’re OK) You’re OK with U-u-u-s! Veet hair removal cream (1972/3) After using Veet a model drops a silk scarf on her leg and the scarf slides smoothly down to the floor Voiceover: Do your legs pass the silk scarf test? … Veet – silky smooth. Vosene Dandruff Shampoo (1984)

Question: Which toothpaste in the 60's advertised The ring of confidence
Answer: Colgate