In an Australian first, Colgate has launched a line of recycled toothpaste. Currently 50 million toothpaste tubes go into landfill every year in Australia. 7NEWS Adelaide at 4pm and 6pm | www.7NEWS.com.au #7NEWS | 7NEWS Adelaide

The Colgate Strong Teeth ad featuring a toothless granny and her cutting machine granddaughter is a refreshing and innovative take on toothpaste advertising. The clutter breaking content of using a toothless granny in a toothpaste ad is both quirky and fun, and successfully positions Colgate Strong as a brand that cares for dental health beyond mere cleanliness. The cutting machine representation of the grandchild amplifies the product benefit, highlighting the unique "teeth nourishment" concept