MUMBAI: Colgate-Palmolive (India) Limited (CPIL), has launched Colgate Active Salt toothpaste, which is the first and only toothpaste in India that contains salt.

Colgate Active Salt is available nationally across retail outlets in three sizes, priced at Rs 47 for 200g, Rs 26 for 100g and Rs 13 for 50g.

 
Colgate Active Salt combines salt with calcium and minerals to make teeth strong and gums healthy. Its unique formula is proven to seek and fight germs.
Developed after extensive consumer research in India, Colgate Active Salt is positioned as an everyday family toothpaste that combines a minty taste with a dash of salt for a unique brushing experience.

 
 
CPIL executive vice president marketing Vinay Hegde said, "Salt is well known for its oral care benefits and is widely used by families across India. In developing Colgate Active Salt, our consumer research clearly showed an unmet need for a quality daily use oral care product that contains salt. Using the feedback from consumers, we have combined the wisdom of traditional and modern oral care knowledge to create a dramatic innovation in the toothpaste category that is contemporary and beneficial."
 
 
The launch is being supported by an extensive 360-degree marketing program, which was developed following an intensive 'Day in the Life of a Consumer' study where Colgate marketers acquired significant inputs about consumer triggers and touchpoints. The program includes a national television campaign, in store programs and innovative ground activities to build awareness and trial.

"Through the 'Day in the Life of a Consumer' study, we gained valuable insights about consumer behaviour. We now have a more intimate understanding of our target consumers’ lifestyles, their beliefs and their concerns, and we are using this in one of our most intensive launch campaigns," said Hegde.