rying to create consumer interest in a category such as toothbrushes is difficult. All the same, marketers have, at different points of time, tried innovations to liven up the market. Some which come readily to mind are the twist-and-turn brushes that could reach far back into the mouth or bristles that change colour when their effectiveness ends. Now, Colgate-Palmolive India has come up with a toothbrush that has a tongue cleaner at the back of its head. Colgate wants to give the consumer a �whole mouth clean' experience.

Colgate's new offering comes in its Super Flexible range, which is also the company's largest-selling brand. At the back of its diamond-shaped head is a ribbed design that serves as a tongue cleaning device to remove deposits from the tongue. The introduction of a toothbrush with a tongue-cleaning feature is part of Colgate's initiative towards promoting good oral health among consumers. Using a tongue cleaner reduces bad breath bacteria by as much as 96 per cent claims the company website.... more