The new Colgate Zig Zag, priced at Rs 20 per toothbrush, comes in six distinct colours for sharper point-of-purchase visibility. Theproduct is available in two variants of medium and soft.

The price of the product has gone up by Rs 2 per toothbrush on account of improvement in the design and higher input costs.

Competing toothbrushes in the market place are Pepsodent Germicheck priced at Rs 20, Pepsodent Gum Care priced at Rs 25, and Pepsodent Popular at the popular end priced at Rs 11. Pepsodent has a curved bristled toothbrush under Popular which is priced at Rs 12.

A Colgate-Palmolive spokesperson, when contacted, said that the product has been relaunched on the need to refresh the brand and stay competitive in a fast changing market place.

Colgate is a market leader in the 375 million unit toothbrush market with a marketshare of 36 per cent as per ORG-Marg retail audit.

City dealers said that the company is targeting to fill up the vacuum in superior brushing techniques through this relaunch. The modification in design of the brush is aimed at enabling better brushing techniques with a renewed consumer comfort.

To improve the visibility of Colgate Zig Zag at the retail end, the company has made the product available in exclusively designed zero pitch hanger dispensers. The packaging innovation is directed at offering convenience to the retailer and consumer as the toothbrush packs are connected to the frame of the dispensers through perforated edges which makes brush selection an easy affair at the retail end.

Dealers said that the product will also be promoted at the point of purchase through merchandising material such as self-support sunpacks and wobblers.

A new multi-media advertising campaign will soon kick off to support the relaunch. Colgate Zig Zag's USP of a diamond head packed with bristles for effective inter-dental cleaning has been retained.