Colgate-Palmolive case study: cleaning up in the USA

01 Sep 2009|Added Value

For over 30 years, Colgate-Palmolive was playing catch-up to P&G’s Crest in the American oral care market. But the brand was ready to brush up on its ambition to become the number one in the world’s biggest market.

The key to market success often lies in product innovation and the right kind of communication. But what does ‘right’ mean? After viewing over 5,000 ads, we’ve seen many of the things that work and most of the things that don’t.

With our pre-testing approach, we deliver a performance report that challenges many industry standards. And we’re able to diagnose the reasons for success or failure using extensive and open questioning.

This gave Colgate-Palmolive the edge. They could find the right message and the right tone for its product innovations quickly and efficiently. And the result? They cleaned up. After 30 years of being number two, Colgate became market leader in the USA.

Which helped us secure the David Ogilvy Award from the Advertising Research Foundation.

How did we Add Value?
We brought the expertise of our advertising testing to the battle for the number one spot. And helped Colgate-Palmolive clean up in the US oral care market.

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