Colgate: #EveryDropCounts

This case study describes how Colgate US, the world's number one toothpaste brand, elevated itself in the eyes of the US audience by taking a stance on water conservation.

Colgate: #EveryDropCounts

Agency: Red Fuse NY

Objectives

Colgate US needed to think differently.

The world's no.1 toothpaste brand is used to being a market leader worldwide1; but here in the US, it had been stuck in close second behind Crest in dollar share for years. Caught up in a tactical battle. And slowly becoming viewed as an everyday, 'good value' brand – liked at a basic level, but not current, and in need of a more meaningful emotional connection with US consumers.

Our objective was simple: change the market dynamic in the US by finding a message that...

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