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The Incredible Hulk was introduced to the world in a comic book back in 1962. The character that I selected to right about is the Incredible Hulk. Comic books of yesterday and today have introduced a lot of new and interesting characters. overview, followed by a little bit about the author, and then explain how this type of popular fiction fits with other literature in the same genre. Also as part of the differential marketing plan, they used new flavour, graphics and aesthetics which was essential. Therefore they decided to use Jay Chow in their advertising campaign who was a leading rock star in China. They needed to connect with youth at an emotional level. People in China would not have connected with Emily Procter’s character. Freshness was relatively a new idea in China in the toothpaste category and it was challenging to advertise that concept.
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They had to change the name to make it meaningful in china. The major challenge in launching the CMF was getting the consumer communication right. The toothpaste market was heavily skewed towards therapeutic toothpastes.
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This also increased Colgate - Palmolive’s market share in US in the Premium Toothpaste segment.Ģ. Moreover, the sales increased as US market is highly concerned with having afresh Breath all the time and Colgate Max Fresh provided the US market with the same with a brand new packaging style. It used Emily Proctor in its visual ads and this campaign was a huge success in the US market and it increased the sales considerably and about 40% of the target group provided positive intent to buy the product. The packaging of the product was also quite attractive owing to the clear plastic cover that showcased the mini breath strips. The US CMF product line consisted of two product forms a liquid bottle and a gel tube in two flavours Blue cool mint and Green clean mint. The concept promised consumers freshness with a whitening reassurance, using mini breath strips as the distinctive reason to believe. This was the ideal time for CMF to enter into US markets. At that time U.S toothpaste market was split into therapeutic and cosmetic benefits. It contributed to Colgate’s record share of 34.8% in 2004. CMF was launched in the U.S in the year 2004.