Colgate: The science behind the smile

How brand advertising for Colgate, 1995-7, helped Colgate to its highest-ever share of the UK toothpaste market.
Agency: Young & RubicamAuthors: 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...

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