Colgate and Pantone 390C

What does Colgate and Pantone 390C have in common? Quite possibly the most disgusting color (wrongly) intended for toothpaste. I have no idea what went through the minds of influence at Colgate when they decided toothpaste the color of 1970’s deep pile carpet was a great and marketable product.

Pantone 390C comes closest to the color of this product. (Or hexadecimal #B6BF00—which, incidentally, is not a web-safe color.) Pantone 390C would make a great color for a ladies blouse, or a kite, or maybe a kazoo. Pantone 390C does not make a great color for any product used to promote personal hygiene.

Although the image on the right does not accurately represent the true color of this toothpaste, it does illustrate the power of the sale. I saw that bright orange-red sale sticker from an aisle away. “Pay no attention to the silver confetti inside my oddly colored bottle! I’m ON SALE! Buy me!” How bad can it be, I wondered. Clearly, it’s on sale due to the grave misjudgment in color choice. But toothpaste is toothpaste. Right?

I was so wrong. This stuff doesn’t even taste like toothpaste. Not even close. The bottle reads “Electric Mint”. Not the two words I would use to describe it. So now, over the next three months, as I brush my teeth with this hideous, “electric,” sour-apple-flavored toothpaste, I can relish in the knowledge that I saved a whole $0.48. Isn’t that awesome?

Update (October 22, 2008): On reviewing Colgate’s website I discovered this flavor has been discontinued. That’s weird.