Colgate-Palmolive Company: You're Soaking In It campaign (1967)

Mariko Fujinaka

Colgate-Palmolive Company, best known for its market-dominating Colgate brand of toothpaste, was a global leader in such categories as personal care products and household cleaners.

Colgate-Palmolive Company: You're Soaking In It campaign

Mariko Fujinaka

Overview

Colgate-Palmolive Company, best known for its market-dominating Colgate brand of toothpaste, was a global leader in such categories as personal care products and household cleaners. Colgate-Palmolive produced the dishwashing soap Palmolive Liquid, a favorite brand in the United States since its debut in 1967. Palmolive Liquid's continued popularity in the competitive but relatively stable dishwashing liquid market could be attributed in large part to successful marketing. When Colgate-Palmolive first introduced the liquid dishwashing detergent to the nation, the company launched an advertising campaign designed to set Palmolive Liquid apart from...

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