THE WHAT? Colgate-Palmolive and Philips have announced a long-term collaboration to bring the oral care benefits of electric toothbrushes to people in Latin America.

THE DETAILS The duo will adopt a co-branded approach to launch an exclusive portfolio of Philips Colgate products featuring various electric toothbrushes across a range of price points.

THE WHY? The companies have a strong ambition to boost usage of oral care electric devices in Latin America, where brushing is high but electric toothbrush usage is low. Pairing up makes sense given Colgate has leading oral care market shares in the region and well-established relationships with the dental profession while Philips is well-equipped with the most sophisticated technology and leadership positions in the space across key markets for the category.