The Chinese express a great degree of loyalty to domestic brands and prefer natural ingredients and components. Therefore, the marketing campaign should be aimed to cater to these trends. It would require discovering what words, colors, and pitches the Chinese are familiar with and approve of, while visual advertising should involve visuals of both nature and freshness. In China, winter is associated with freshness and cold, as they have borders with Russia and plenty of mountains to the southwest. At the same time, the promotion campaign must be aimed at Chinese youth.
Quelch and Labatt-Randle stated that the Chinese branch of Colgate was planning to use Jay Chow as an advertising star due to his reputation for extreme lifestyles. The snow surfer idea used for the Mexican market would probably have resonated more in China. Additional promotion efforts could include the distribution of free samples to the population in order to increase exposure and make the market familiar with the brand prior to its grand launch.
To further increase exposure, Quelch and Labatt-Randle suggest rebranding Colgate Max Fresh into Colgate Icy fresh, as, according to customer research, the Chinese prefer the words like “ice” and “crystals” to “freshness.” Lastly, the colors associated with the toothpaste must be adjusted to reflect the tendencies mentioned above. Blue and green are the most obvious choices.