In a time when the world-wide interwebs gives us access to incredible amounts of information the past is always just a few key strokes away, as Colgate-Palmolive found out.
A deeper look into the brand reveals it used to be called Darkie and the translation of the current Chinese characters on the package reads "Black man's toothpaste."
I'm all for honoring a brand's heritage, but not in this case. Even though this brand is sold only in China, in today's wired world it has the power to negatively impact the global Colgate brand.
This is one of the rare instances where throwing the baby out with the bath water would be a good thing. The time to completely rebrand and repackage this product was about 50 years ago.