Colgate and Hawley and Hazel then made a worldwide apology to all insulted groups. Although Hawley and Hazel was slow to agree with the plan, a spokesperson emphasized that racial stereotyping was...

Colgate and Hawley and Hazel then made a worldwide apology to all insulted groups. Although Hawley and Hazel was slow to agree with the plan, a spokesperson emphasized that racial stereotyping was against its policy. It also helped that Hawley and Hazel would pay no money to make the needed changes. It felt that the product was too strong to change quickly; thus, three years was not too long to implement the new logo and name fully into all Asian markets. Further, it insisted that as part of the marketing campaign, the product advertising use the following statement in Chinese, “Only the English name is being changed. Black Man Toothpaste is still Black Man Toothpaste.”