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...