Colgate has extended its Total toothpaste brand with a product designed to protect tooth enamel.

Colgate Total Advanced Enamel Protection (rsp: £2.29), rolling out to retailers now, is designed to strengthen enamel while fighting bacteria for 12 hours.

Brand owner Colgate-Palmolive said the launch would help grow the enamel market, currently driven by products targeting tooth sensitivity such as Colgate Sensitive and Sensodyne Pronamel.

The company also announced it would kick off a new TV campaign for Total at the end of July as part of its £12m marketing support during 2011.

The TV push would be backed by press and digital activity including ongoing support for the Healthy Mouth Challenge website, which provides oral care advice and money-off coupons. Colgate is also running a sampling initiative giving away 50ml packs of Total with selected Colgate 360 toothbrushes.

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