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Published on October 18, 2007

The check-ups will be available at 1,700 dental clinics nationwide between October 21 and December 28, managing director Mukul Deoras said yesterday.

The company has cooperated with the Dental Association of Thailand in arranging the campaign.

Mukul said the Bt40 million would be used to build awareness of the campaign through television and print ads and in-store promotions. It expects about 250,000 consumers to take part.

Assistant marketing director Lisa Phataminviphas said the company did not expect the campaign to generate high sales but rather wider awareness.

It will also distribute 100,000 25-gram sample tubes

of Colgate toothpaste and red wristbands for every

consumer who has a dental check-up.

Lisa said the toothpaste market during the first nine months of the year had grown by an impressive 6.7 per cent to Bt4.6 billion. Marketing activities by all players had been a major factor.

According to a recent survey by ACNielsen, Colgate is the toothpaste market leader with a 34-per-cent share so far this year.

Herbal toothpaste brands account for 27.6 per cent of the market, followed by breath-freshening brands with 28.9 per cent, regular flavours (18 per cent), multi-benefit brands (6.1 per cent), whitening brands (3.9 per cent), sensitive brands (3.9 per cent) and children's brands (3.5 per cent).

Lisa estimated the toothpaste market as a whole

would grow by 6 per cent this year, compared to last year's 3 per cent.

Nitida Asawanipont

The Nation