This document discusses Colgate's plans to launch an oral care chewing gum targeted at young professionals in Hong Kong. It aims to provide oral protection and fresh breath in a convenient format for busy lifestyles. The gum contains calcium to strengthen teeth and cooling crystals for fresh breath. Colgate sees an opportunity to offer a supplement to regular brushing and establish itself as the "authentic" oral care gum among young consumers. It will use a glocalization approach thinking globally but acting locally by first targeting the local Hong Kong market.