Colgate is launching a combined toothpaste and mouthwash, backing it with a £3.8m ad spend. The newcomer, Colgate 2in1, is out in April and is set to rival Schwarzkopf & Henkel's Theramed 2in1 brand. It will be supported by TV ads set to hit screens in May, as well as print ads and outdoor poster sites. Sold in 100ml, palm-sized packs (rsp: £1.99), Colgate's version will come in three variants ­ Fresh Mint, Clean Mint and Whitening. All three are aimed at 18 to 34-year-old men and women. A spokesman said: "This is an innovative product, combining the benefits of a toothpaste and a mouthwash in one convenient format that can be used both at home and on the move. "Its unique formula offers consumers real added value and complements our existing oral healthcare range. We expect Colgate 2in1 to establish a 3.5% share (of the market) in 12 months." {{P&P }}