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After Almost 30 Years Off the Market, Colgate-Palmolive Relaunches Kolynos in Limited Edition of Sorriso, Awakening Nostalgia and Curiosity Among Consumers.
The Kolynos is officially back on the Brazilian market. Colgate-Palmolive decided to celebrate the brand Sorriso’s 28th anniversary with a special edition that recovers the classic taste and appearance of Kolynos, the toothpaste that marked the lives of millions of Brazilians throughout the 20th century. The action, announced in September 2025, combines nostalgic appeal and marketing strategy to reignite the emotional memory of different generations.
The product comes in a green and yellow retro-style packaging, similar to the versions sold until 1997, the year Kolynos left the scene.
More than just a simple toothpaste, the return brings with it childhood memories, debates about flavors, and a strong cultural connection, as Kolynos became synonymous with toothpaste for decades in Brazil.
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The Trajectory of Kolynos in Brazil
The history of Kolynos in Brazil began in 1917 when the brand arrived in the country and quickly won over consumers. With a refreshing and distinctive taste, the toothpaste established itself as a reference in oral hygiene, dominating the market for almost 80 years.
Its impact was so profound that, just like “Bombril” for steel wool, the name Kolynos became commonly used as a synonym for toothpaste.
The brand’s end came in 1997, after Colgate-Palmolive’s decision to cease production and replace Kolynos with Sorriso, in a transition that maintained market leadership but left millions of Brazilians orphaned from the original flavor.
Since then, Kolynos’ absence has fueled nostalgia and the collective memory of a product that became a cultural icon.
The Reason for the Special Relaunch
The special edition is not just a commercial move. According to Colgate-Palmolive, it is a tribute to Sorriso’s 28 years, a brand that inherited Kolynos’ mission in 1997 and has remained one of the leaders in sales in the oral hygiene sector.
Bringing Kolynos back, even if temporarily, reinforces the continuity between the two brands and celebrates the legacy built over the last century.
In addition, the initiative follows a global trend: the revival of classic products to engage with the audience who lived through that era and spark curiosity in new generations.
Brands of sodas, chocolates, and even household appliances have already explored this movement, proving that nostalgia is one of the most powerful triggers in today’s marketing.
The Impact of Kolynos on Popular Culture
More than just a toothpaste, Kolynos became part of Brazil’s collective memory. Many consumers still remember the distinctive taste, the iconic commercials, and the status of reference that the toothpaste carried.
The return, even if limited, rescues this cultural heritage, reigniting conversations on social media and sparking curiosity among the younger generation who have never tried the original product.
This phenomenon shows how certain brands transcend the limits of consumption and transform into symbols of cultural identity.
The return of Kolynos, even if temporary, illustrates how emotional memories can be just as relevant as the quality of the product itself.
What to Expect Going Forward
For now, Colgate-Palmolive treats Kolynos’ return as a commemorative collector’s edition, without confirming whether there will be continuity after the special batch ends. However, public reception may be decisive in defining the brand’s future.
If demand is strong, the possibility of keeping the product in line for a longer time is not ruled out.
For the market, the relaunch also serves as a consumption thermometer. If Kolynos succeeds in sales, it opens the door for other brands to revisit classics and reawaken their strength in the popular imagination.
The movement reinforces the value of emotional memory as a strategic asset in the consumer goods sector.
The return of Kolynos shows how a brand can remain alive in the collective memory even after almost 30 years off the market.
The special edition of Sorriso rescues not only an iconic flavor and appearance, but also a piece of history of consumption in Brazil.
And you, would you like Kolynos to return permanently to the shelves or do you think it should remain just a commemorative edition?
Leave your opinion in the comments, we want to know how this novelty affects your memory and your consumption experience.
Gostaria que permanecesse.Lembranças
da minha infância.
Sou muito favorável com o retorno definitivo.
O Sonho não acabou 😉!! Com a volta em definitivo de Kolynos com certeza reviveremos o sabor inigualável de um creme dental que fez parte de muitas gerações de Famílias brasileiras. Volta Kolynos !!