Video: Colgate Taps Actress Holly Robinson Peete to Star in New Total(R) Advanced Whitening Toothpaste Commercial

Video: Colgate Taps Actress Holly Robinson Peete to Star in New Total(R) Advanced Whitening Toothpaste Commercial

Entertainer Shines 'Spotlight' on Product's Benefits

NEW YORK, May 5 /PRNewswire/ -- Colgate-Palmolive unveiled a new commercial today starring Hollywood favorite Holly Robinson Peete. The innovative commercial, entitled "Spotlight," introduces consumers to the new Colgate Total(R) Advanced Whitening toothpaste.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/colgate/33039/

"As a businesswoman, philanthropist, wife and mother, Holly knows the importance of maintaining a healthy and white smile," said David Cardona, Colgate Multicultural Marketing Director. "It was extremely important for us to select a positive individual who consumers could relate to and who understands the significance of new Colgate Total(R) Advanced Whitening toothpaste."

The new toothpaste combines the proven 12-hour germ-fighting formula of Colgate Total(R) with an advanced whitening silica system that helps remove surface stains for healthier and whiter teeth.(1) The result is a product that whitens 30 percent more effectively(2) and is gentle enough for everyday use.

"Spotlight" airs on network and cable stations nationwide beginning Monday, May 5 and will also be available for viewing on colgatetotal.com. The commercial offers consumers a window into the busy life of Robinson Peete and showcases the importance of a beautiful, healthy and white smile in her career and personal life. The spot also features Holly's husband, retired NFL player Rodney Peete and the four youngest members of the Robinson Peete clan: their daughter Ryan and sons Rodney, Robinson and Roman.

"I was excited to partner with Colgate on this new project," said Robinson Peete. "Colgate Total(R) is not only America's number one toothpaste(3) but it is also approved by the FDA, so it is an honor to represent a brand that I trust enough to use in my household."

New Colgate Total(R) Advanced Whitening is available at grocery stores, drug stores and mass merchandisers nationwide. The suggested retail price for the 4.0 oz., 5.8 oz. and 7.6 oz. tubes is $2.99, $3.49 and $3.99 respectively.

For more information on new Colgate Total(R) Advanced Whitening, visit www.colgatetotal.com.

About Colgate-Palmolive

Colgate-Palmolive is a leading global consumer products company, tightly focused on Oral Care, Personal Care, Home Care and Pet Nutrition. Colgate sells its products in over 200 countries and territories around the world under such internationally recognized brand names as Colgate, Palmolive, Mennen, Softsoap, Irish Spring, Ajax and Suavitel, as well as Hill's Science Diet and Hill's Prescription Diet pet foods. For more information about Colgate's global business, visit the company's website at http://www.colgate.com/.

(1) vs. a regular fluoride toothpaste
(2) vs. Colgate Total(R) Plus Whitening
(3) Based on Nielsen Scantrack for the Dentifrice Database covering the 52
weeks ending March 29, 2008

First Call Analyst:
FCMN Contact:

Video:

http://www.prnewswire.com/mnr/colgate/33039
Source: Colgate

CONTACT: Charell Charleston of UniWorld Group, +1-212-219.7106,
CCharleston@uniworldgroup.com, for Colgate

Web site:

http://www.colgate.com/
http://www.colgatetotal.com/

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