Black is the new toothpaste

As we've mentioned previously on this blog, there is a curious 'trend' here in Japan to make stuff Black that wouldn't - and shouldn't - normally be Black. There was Black Tissue Paper. We've seen Black Toilet Paper.

And now, courtesy of Kobayashi Seiyaku ('healthcare company'), we have Black Toothpaste.

Here's the Brief:
Product Name: Sumigaki ('sumi' means 'coal' and 'migaki' means 'to brush'. get it?)
(Background: Coal based cleansers (soaps) are quite common here and said to be good for cleaning and for skin. It's not straight coal of course, just an ingredient. An ingredient that makes stuff Black.)
Benefit: Bad breath prevention
RTB: Coal kills germs that cause bad breath
The Kicker: It's Black! (like coal, see?)
The Idea: Makes your breath beautiful.

To their credit, they don't claim Whitening.