September 06, 2017

Colgate Total Proof — Of Marketing Madness?

When shopping we failed to get our usual Colgate Total toothpaste so my wife picked up the new Colgate Total Proof.

The blurb went: “TURNS BLUE AS YOU BRUSH SO YOU CAN SEE AND FEEL IT CLEANING”.
This was followed by 9 bullet points, 8 of which have been true for the whole Total range.

It then went on to warn that this blue foam could dye your clothes.
They were not kidding! After a full 2 minutes using an electric toothbrush I was left with small dark blue dots on the washbasin that took some washing off.

This is clearly a marketing gimmick to add to the options you can have without moving to another brand.

Their range now includes at least 11 different ‘Total’ variants:Supermarket shelf confusopoly
Colgate Total Advanced Clean
Colgate Total Original Care
Colgate Total Whitening

Colgate Total Advanced Travel
Colgate Total Proof
Colgate Total Daily Repair
Colgate Total Deep Clean
Colgate Total Pro Gum Health
Colgate Total Sensitive
Colgate Total Freshening
Colgate Total Healthy Clean

Advanced Clean, Deep Clean, Healthy Clean? I cannot be bothered to select from all of these. Combined with the absence of my usual variant this is no way to maintain brand loyalty!

I find myself trying the Sensodyne daily care used by 2 others in the household. It works and does not leave blue dots around. I may also check out some own brands.


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