Colgate Darkie Darlie

1. MANAGEMENT
Prepared for:
MADAM NURUL AZRIN ARIFFIN
Presenter :
CASE ST
UDY :
Colgate’ s
AHMAD AFIDZ BIN MOHLISIN
MASWADI BIN AZIZ
Distasteful
MUHAMAD SHAHRULFITRI BIN
Toothpaste
MOHD SULAIMAN

2. 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?

3. “Darkie Toothpaste”

4. 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

5. 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

6. “Darlie Toothpaste”
• Updated logo and changed the name from “Darkie”
to “Darlie”

7. 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

8. Asian Perspective on “Darkie Toothpaste”
• Was not found to be racial or offensive
• Best selling toothpaste in Asian

9. Videos

10. Videos