fluoride into toothpastes. This new advanced formula has been clinically proven to fight bacteria build up in your mouth for up to 12 hours after brushing, even after meals and it helps reduce gum problems, plaque, cavities, tartar and even sensitivity. MARKET Today, Colgate-Palmolive is the Number One seller of toothpaste and manual toothbrushes – in short, a world leader in oral care products (mouthwashes, toothpaste, and toothbrushes). It also produces personal care items (deodorants, shampoos, soaps) and household cleaners (floor cleaners, laundry products, soaps). Colgate sells its products in over 200 countries and territories around the world under such international recognised brand names as Colgate, Palmolive, Mennen, Protex, Ajax, Axion, and Softlan. RECENT DEVELOPMENTS Colgate-Palmolive formed an alliance with The Forsyth Institute to advance cuttingedge research in oral health and its effect on overall systemic health. Forsyth, the world’s leading independent organisation dedicated to scientific research and education in oral health, and Colgate are working together to expand scientific, dental and medical knowledge for long-term product development. Colgate-Palmolive Company as part of its strategy to focus on its higher-margin oral and personal care businesses; purchased Tom’s of Maine, the leader in the fast-growing Naturals market in the United States. The United States’ market for Natural oral and personal care products is valued at USD 3 billion and is growing at 15 percent per year. ACHIEVEMENTS At Colgate, its commitment to excellence plays a significant role in its culture of caring. This enables the company to create and sustain the kind of workplace as it aims to become the Best Place to Work. The company is proud that its efforts are recognised around the globe. The brand has received, over the years, a plethora of awards and accolades such as Top 20 Companies for Leaders (Chief Executive Magazine), 100 Best Companies to Work For (Fortune Magazine), Global Most Admired Companies (Fortune Magazine), Top 50 Employers (Equal Opportunity Publications), 100 Best Workplaces in Europe (The Financial Times), and Best North American Company in the United Kingdom (Investor Relations Magazine). PROMOTION HISTORY Colgate-Palmolive’s history dates back to in 1806 and for the first 100 years, its business focus was only in the United States. However, in the early 1900s, the company began a very aggressive expansion programme that led to the establishment of Colgate operations throughout the world. Today, Colgate-Palmolive is a USD 15.3 billion company. PRODUCT This year, Colgate introduced the new Colgate 360°® Surround, the latest in its cutting-edge Colgate 360°® line of toothbrushes and the first to be designed by a leading Austrian design firm. Colgate 360°® Surround features a unique head design that delivers “3X Bacterial Removal Action” by removing bacteria in three targeted ways, through unique 360°® Surround bristles that simultaneously clean both sides of teeth, a cheek and tongue cleaner, and a unique wraparound cleaner that surrounds the edge of the head. In February, Colgate also launched Colgate Plax Ice; the latest variant in the international brand’s alcohol-free Plax mouthwash line that is clinically proven to provide up to 12 42 | SUPERBRANDS VOLUME VI hours of antibacterial protection without the burning sensation usually associated with mouthwashes. It also promises intense freshness with the added burst of icy coolness. Leading in innovation, Colgate developed the breakthrough and unique Colgate Pro-Argin™ technology which provides instant and lasting relief to hypersensitivity tooth sufferers. Colgate Pro-Argin™ technology works by effectively blocks the exposed dentin tubules that lead to sensitive teeth. This technology was made available with its consumer product launch of Colgate Sensitive Pro-Relief™ toothpaste, which provides 2x more effective relief versus other potassiumbased sensitive toothpaste. Colgate Sensitive Pro-Relief™ is the first toothpaste clinically proven to deliver instant and lasting sensitivity relief. It is also the first sensitive toothpaste that was awarded the seal of approval by the Malaysian Dental Association. Colgate Sensitive Pro-Relief™ has revolutionised the way millions of consumers treat and prevent sensitivity pain. Never to rest on their laurels, Colgate is to introduce an improved formulation in its premium Colgate Total™ toothpaste range, which is considered the “next big thing” since the introduction of Colgate’s commitment of caring to the communities it operates in is demonstrated in the brand’s long-term corporate social responsibility campaigns every year. Colgate’s annual Oral Health Month campaign is well into its eighth consecutive year and provided education and awareness on proper oral health practices while facilitating free dental check-ups for the public throughout the month of April. Themed ‘Our Mission: Zero Cavities’, this year’s campaign aimed to reach out to over 500,000 Malaysians and through more than 700 participating dental clinics nationwide. Since its inception, Colgate’s ORAL HEALTH MONTH has grown from strength to strength. The number of participating clinics offering free dental check-ups jumped from 300 in 2004 to more than 700 in 2011. In 2010, Colgate ORAL HEALTH MONTH marquees provided dental check-ups for more than 33,000 public visitors – up from 3,000 in 2004. The annual “Mari Beramal Bersama Colgate” charity campaign is held in conjunction with the month of Ramadan, where a portion of proceeds from the sale of Colgate Maximum Cavity Protection or Colgate Kayu Sugi toothpastes is allocated for distribution to selected orphanages under the Social Welfare Department of Malaysia, an arm of the Ministry of Women, Family and Community Development. The campaign makes it easy for consumers to give charitably in the spirit of Ramadan through a purchase of a daily necessity. Since 2008, Colgate has collected a total of RM386,000 over three campaigns, which has helped orphanages and charity homes throughout the country. In addition, Colgate-Palmolive continues to lead the effort to promote better children’s oral hygiene and dental care with its “Bright Smiles, Bright Futures” programme. In Malaysia, this programme has achieved 100% penetration of public primary schools throughout the country, giving every child in the public school service a strong foundation for superior oral health. “Bright Smiles, Bright Futures” reaches children in schools through educational materials and interactive activities, both for educators to use in the classroom and for parents to use at home. Since 1991, this programme has reached more than 500 million children and their families worldwide. BRAND VALUES Colgate’s three key fundamental values are: Caring, Global Teamwork and Continuous Improvement. These values are the foundation for the company’s business strategy and are reflected in every aspect of the work life. Caring – The company cares about people; Colgate people, customers, shareholders and business partners. Colgate is committed to act with compassion, integrity and honesty in all situations, to listen with respect to others and to value differences. The company is also committed to protect the global environment and to enhance the communities where Colgate people live and work. Global Teamwork – All Colgate people are part of a global team, committed to working together across countries. Only by sharing ideas, technologies and talents, can the company achieve and sustain profitable growth. Continuous Improvement – Colgate is committed to getting better every day in all it does, as individuals and as teams. By better understanding consumers’ and customers’ expectations, and continuously working to innovate and improve products, services and processes, Colgate will “become the best”. Colgate’s Code of Conduct promotes the highest ethical standards in all the company’s business dealings. Colgate’s Code of Conduct sets forth its principles for working with each other, outside businesses, consumers, governments, local communities and shareholders. The Code serves as an ever-present reminder of the company’s responsibility to build relationships on integrity, fairness and humanity. First issued in 1987, the Colgate Code of Conduct is regularly updated and reissued to ensure its comprehensiveness and relevance. www.colgate.com.my THINGS YOU DIDN’T KNOW ABOUT COLGATE • In 2011, Colgate celebrated its 205th anniversary. • Colgate toothpaste was first marketed in jars - a far cry from the collapsible tubes or special pump action packaging available today. • In the early days, the bristles on a toothbrush were often made of horse hair. Today, bristles are usually made from nylon as horsehair was found to be too harsh. • If anyone should ever think of brushing teeth as a bit of a chore, consider the poor ancient Egyptians who were forced to clean their teeth with a mixture of ‘powdered ashes of hooves of oxen, myrrh, powdered burned eggshells and pumice’ due to the ‘obvious’ lack of toothpaste. 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