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
Videos
Top Related