colgate darkie darlie

CASE STUDY :Colgate’s

Distasteful Toothpaste

Prepared for: MADAM NURUL AZRIN ARIFFIN

Presenter : AHMAD AFIDZ BIN MOHLISIN

MASWADI BIN AZIZMUHAMAD SHAHRULFITRI BIN

MOHD SULAIMAN

MANAGEMENT

Case Overview

• Colgate learned a hard lesson in 1985 by acquiring Hong Kong based Hawley & Hazel

• This strategy was used to enter the Asian market place (products sold widely in Hong Kong, Malaysia, Singapore, Taiwan)

• Racist Logo?

• Was this a costly mistake?

“Darkie Toothpaste”

Problem• Colgate purchases 50% partnership of Hawley &

Hazel 1985 for $50 million

• Hawley & Hazel are selling a very successful brand of toothpaste that dates back to the 1920’s

• The brand “Darkie” is considered raciest and very offense to many people of color

• North American backlash at Colgate

Solution

• After heavy reaction from North American groups Colgate asked Hawley & Hazel to change product look and name.

• Hawley & Hazel hesitant to change product because of high brand loyalty

• A mutually beneficial solution purposed

“Darlie Toothpaste”

• Updated logo and changed the name from “Darkie” to “Darlie”

Darlie Toothpaste

• 3-year plan to roll out the new name and logo

• A heavy marketing blitz was executed in Asia to inform customers of the name change

Asian Perspective on “Darkie Toothpaste”

• Was not found to be racial or offensive

• Best selling toothpaste in Asian

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