Colgate-Palmolive partners with One Direction in oral care promotion

NEW YORK — Colgate-Palmolive has hired pop music group One Direction to help promote three of its oral care products, the company said Tuesday.

The company will market the 1D Colgate MaxFresh power and manual toothbrushes and the 1D Colgate MaxFresh toothpaste; 1D is the shorthand form of One Direction.

"To add some fun to teens' and tweens' brushing regimens, we've partnered with 1D to encourage fans to take care of their oral care needs with the Colgate MaxFresh line and their favorite band," Colgate-Palmolive VP and general manager for U.S. oral care Philip Durocher said.

The specially branded products will only be available in the United States, starting this month.