# Ultra Brite

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**Ultra Brite** is an American brand of [toothpaste](/source/Toothpaste) and tooth-whitener marketed by [Colgate-Palmolive](/source/Colgate-Palmolive) in the [United States](/source/United_States). Marketed as a [whitening](/source/Tooth_whitening) toothpaste, its active ingredients are [baking soda](/source/Sodium_bicarbonate), [hydrogen peroxide](/source/Hydrogen_peroxide) and [sodium monofluorophosphate](/source/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](/source/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more pleasant taste.[2] The paste was sold in the [United Kingdom](/source/United_Kingdom) from the late 1970s, but was withdrawn in the 2000s owing to competitive pressures.[3]

In recent years, Ultra Brite has been marketed as an ultra low-budget toothpaste, with it generally having a lower unit cost than mainline [Colgate](/source/Colgate_(toothpaste)) toothpaste.

## References

1. [A Brush With History](http://216.239.51.104/search?q=cache:iRfq_DWYnzMJ:chronicle.com/weekly/v50/i22/22a04001.htm+ultrabrite+%22sex+appeal%22&hl=en&ct=clnk&cd=18&gl=us)[dead link], Goldie Blumenstyk, The Chronicle of Higher Education, February 6, 2004. Google cached retrieved on July 12, 2007.

1. Marconi, Joe (1999). [*The Brand Marketing Book*](https://archive.org/details/brandmarketingbo00marc/page/108). McGraw-Hill Professional. pp. [108–9](https://archive.org/details/brandmarketingbo00marc/page/108). ISBN 0-8442-2257-7.

1. ["The White Smiles"](https://web.archive.org/web/20231115091620/https://thewhitesmiles.co.uk/). Archived from [the original](https://thewhitesmiles.co.uk/) on 2023-11-15. Retrieved 2022-11-05.

## External links

- ["Colgate Introduces A Value-Priced Multi-Benefit Toothpaste"](http://investor.colgate.com/ReleaseDetail.cfm?ReleaseID=121530&ReleaseDate=1998-08-20%2000:00:00&ReleaseType=Product&Archive=YES&ReleaseDate=1998-08-20%2000:00:00) [Archived](https://web.archive.org/web/20160303192535/http://investor.colgate.com/ReleaseDetail.cfm?ReleaseID=121530&ReleaseDate=1998-08-20%2000:00:00&ReleaseType=Product&Archive=YES&ReleaseDate=1998-08-20%2000:00:00) 2016-03-03 at the Wayback Machine, Investor Relations Statement, August 20, 1998

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Adapted from the Wikipedia article [Ultra Brite](https://en.wikipedia.org/wiki/Ultra_Brite) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Ultra_Brite?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.