Colgate-Palmolive Company: It Cleans Your Breath While It Cleans Your Teeth campaign (1950s)

Judson Knight

Legendary advertising writer Rosser Reeves created the "It Cleans Your Breath While It Cleans Your Teeth" campaign for Colgate, a product of the Colgate-Palmolive Company, in the early 1950s.

Colgate-Palmolive Company: It Cleans Your Breath While It Cleans Your Teeth campaign

Judson Knight

Overview

Legendary advertising writer Rosser Reeves created the "It Cleans Your Breath While It Cleans Your Teeth" campaign for Colgate, a product of the Colgate-Palmolive Company, in the early 1950s. Reeves, cofounder with copywriter Ted Bates of the Ted Bates Agency, was a pioneer of something he called the "unique selling proposition," or USP, which he put to use in the television spots he wrote for Colgate. The purpose of the USP was to convince consumers that a product really was fundamentally different from all competing...

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