Ultra Brite is an American toothpaste and tooth-whitener marketed by Colgate-Palmolive in the United States. Ultra Brite gained popularity during the 1970s with a commercial that stated, "Ultra Brite gives your mouth...[bling]...sex appeal!" It was introduced as an imitator of Maclean's adult toothpaste, but was soon reformulated with a peppermint flavor to give it a more pleasant taste.
During the late 1970s and 1980s the paste was sold in the United Kingdom but was eventually withdrawn in the 1990s due to competitive pressures.
- "Colgate Introduces A Value-Priced Multi-Benefit Toothpaste," -Investor Relations Statement, August 20, 1998
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