The name Colgate is synonymous with Oral care in India. Every common man while looking for a tooth paste or tooth powder asks for this product. They have been in the Indian market for a very long time. As the time changes, the company have come up with newer products and one such product is the Colgate Max Fresh Peeper mint Ice.
The blue colour in the is associated with the cooling effect and the white crystals helps in having the effect for a longer time. Earlier Colgate came up with a blue gel paste which had a cooling effect while brushing but it didnot last longer, but this paste helps in having the cooling effect for a long time. The cooling crystals leaves a icy pepperminty flavour in your mouth.
The general tendency of the people is to have a visual effect when a product is advertised about a special feature. The white crystals are clearly visible and so the user can easily feel the effect not just while using it but also visually.