Colgate Brushes Up Online Research In UK

28 May 2004

Colgate Palmolive has linked with Yahoo to discover how effective online marketing is.

The move marks the toothpaste marketer's first move into online and coincides with the £4 million ($7.3m; €6m) multi-media launch of Colgate Total Advanced Fresh.

Marketing Evolution has been commissioned to assess the effectiveness of online as part of the media mix.

"We are always keen to push the boundaries of the marketing mix, whilst being sure to track and assess any innovations," said Colgate's ebusiness director, Gabi Stade.

Colgate selected Yahoo because it has highest reach amongst the target consumer - young professional women.

Apparently 68% of this grouping is online, and more than half use Yahoo.

"We are confident the campaign will show the potential of our medium as well as highlighting how online can maximise campaign reach against a work-based audience," said Alison Reay, the online provider's sales director.

The campaign centres on the claim that the product gives users fresh breath for up to 12 hours.

Data sourced from:; additional content by WARC staff