Toothpaste is toothpaste, no matter how you paint it. But I suppose the wonder of PR is altering public perception; toothpaste A is inferior to toothpaste B, because of emotional affiliation.

Remember your asshole swimming instructor in 3rd grade with the coffee breath? He sure didn’t use Colgate.

STRATEGY: Convince college kids that Colgate is the toothpaste for them because the worst people they know hate Colgate