Colgate CEO Reuben Mark eventually became very distressed over the situation. He was adamantly against racism of any kind and had taken actions to exhibit his beliefs. For instance, he and his wife...

Colgate CEO Reuben Mark eventually became very distressed over the situation. He was adamantly against racism of any kind and had taken actions to exhibit his beliefs. For instance, he and his wife had received recognition for their involvement in a special program for disadvantaged teenagers. He commented publicly about the situation as follows: “It’s just offensive. The morally right thing dictates that we must change. What we have to do is find a way to change that is least damaging to the economic interests of our partners.” He also publicly stated that Colgate had been trying to change the package since 1985, when it bought into the partnership.