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Thursday, July 18, 2013
Colgate Bounces Back from Brush Swap PR Disaster as Competitors Pounce
The much-hyped Colgate Electric ToothBrush Swap launched in London's Waterloo Train Station last week, promising to exchange an old electric toothbrush for the brand's new ProClinical A1500 product, worth £170 ($256).
However, by 5am, hundreds had crowded into the rail station, toothbrushes in hand, clamoring for the freebie. To the dismay of plenty, the brand's supply of 750 new brushes was depleted by 7am, causing chaos at the station and a full-blown PR nightmare for Colgate.