Agency: Young & Rubicam | Authors: Kathy Wood and Tim Broadbent |
Colgate: the science behind the smile
INTRODUCTION
This case history shows how advertising helped Colgate achieve its highest-ever share of the UK toothpaste market.
The decisive factor was the introduction of Colgate brand advertising in 1995. Brand advertising together with product advertising has been more sales-effective than product advertising alone.
This is potentially a useful piece of learning about how different kinds of advertising work, which is a primary objective of these Awards1. Brand advertising budgets are under threat because of an increasing tendency to evaluate...