Ultra Brite

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Ultra Brite is an American toothpaste and tooth-whitener marketed by Colgate-Palmolive in the United States. Marketed as a whitening toothpaste, its active ingredients are baking soda, hydrogen peroxide and sodium monofluorophosphate.

Colgate-Palmolive introduced Ultra Brite toothpaste in 1967. Ultra Brite gained popularity at the time of its launch with a television and print commercial ad campaign, aimed at Baby Boomers, that stated, "Ultra Brite gives your mouth...[bling]...sex appeal!"[1] 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flavor to give it a more pleasant taste.[2] The paste was sold in the United Kingdom from the late 1970s, but was withdrawn in the 2000s owing to competitive pressures.


  1. ^ A Brush With History, Goldie Blumenstyk, The Chronicle of Higher Education, February 6, 2004. Google cached retrieved on July 12, 2007.
  2. ^ Marconi, Joe (1999). The Brand Marketing Book. McGraw-Hill Professional. pp. 108–9. ISBN 0-8442-2257-7.

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