They decided that changes would be implemented over the course of a year to maintain brand loyalty and avoid advertising confusion with their customers. There was the risk that loyal customers would...

They decided that changes would be implemented over the course of a year to maintain brand loyalty and avoid advertising confusion with their customers. There was the risk that loyal customers would not know if the modified name/logo was still the same toothpaste that had proven itself through the years. Altogether, the process would take approximately three years, test marketing included. Colgate also decided to pay for the entire change process, abandoning its initial suggestion that the change be paid for by Hawley and Hazel.