Brief Description: In 1995-97 brand adverising aided Colgate to its highest share of the UK toothpaste market. Using an integrated PR, TV and poster campaign to position the product as having more medical and dental benefits, the brand strength increased in the UK but declined elsewhere. Millward brown research showed an improved commitment, even when Sainsbury launched its own label brand sales in the store of Colgate continued to rise---(TAGS)---Full Title: Colgate Toothpaste - The science behind the smile ; Number: 1998/46 ; Brand: Colgate Toothpaste ; Client: Colage Palmolive ; Product Category: Cosmetics & Toiletries (Oral hygiene) ; Agency: Young & Rubicam ; Author: Kathy Wood, Tim Broadbent ; Prize Winners: 5 Star (Adworks ref: Advertising Works 10)