CASE STUDY :Colgates Distasteful ToothpastePrepared for: MADAM NURUL AZRIN ARIFFIN Presenter : AHMAD AFIDZ BIN MOHLISINMASWADI BIN AZIZMUHAMAD SHAHRULFITRI BIN MOHD SULAIMANMANAGEMENT

Case OverviewColgate 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

ProblemColgate 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 1920s

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

North American backlash at Colgate

SolutionAfter 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 ToothpasteWas not found to be racial or offensive

Best selling toothpaste in Asian

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