Editing Colgate-Palmolive (section)

==Competition with P&G==
Colgate-Palmolive has long been in competition with [[Procter & Gamble]] (P&G), the world's largest [[soap]] and [[detergent]] maker and the maker of [[Crest toothpaste]]. P&G introduced its [[Tide (brand)|Tide]] [[laundry detergent]] shortly after [[World War II]], and thousands of consumers turned from Colgate's soaps to the new product. Colgate lost its number one place in the [[toothpaste]] market when P&G added [[fluoride]] to its toothpaste Crest & Gleem (The Gleem brand was discontinued by P&G in 2014)  Colgate has since re-claimed the #1 sales position.<ref>{{cite web|url=https://www.fool.com/investing/general/2014/09/12/colgate-or-crest-can-you-guess-which-is-americas-f.aspx|title=Colgate or Crest: Can You Guess Which Is America's Favorite Toothpaste?|first=Seenm |last=Williams |website=fool.com|date=September 12, 2014|access-date=May 5, 2018|url-status=live|archive-url=https://web.archive.org/web/20161212185842/http://www.fool.com/investing/general/2014/09/12/colgate-or-crest-can-you-guess-which-is-americas-f.aspx|archive-date=December 12, 2016}}</ref> In the beginning of the TV era, Colgate-Palmolive wished to compete with P&G as a sponsor of [[soap operas]] and sponsored only two soap operas,  ''[[The Doctors (soap opera)  |The Doctors]]'' on NBC  &   ABC's  ''[[ One Life To Live]]'' from the shows debut in July 1968 until ABC bought  ''One Life To Live'' from its creator Agnes Nixon in December 1974.  They tried to keep the sponsorship of One Life To Live and gain sponsorship  of    Nixon's newest soap opera ''All My Children''  which ABC begin airing on January 5th of 1970 but ABC wouldn't allow it. However, ''The Doctors'' was sponsored by Colgate-Palmolive for its entire run from April 1963 until its cancellation in December 1982. 

After ''The Doctors'' cancellation, Colgate-Palmolive never sponsored another show. P&G continued sponsoring several soap operas on all three networks until its last show ''As the World Turns'' was canceled in September 2010.

[[George Henry Lesch]], president, [[CEO]], and [[chairman of the board]] of Colgate-Palmolive in the 1960s and 1970s, transformed the firm into a modern company with major restructuring.