Why is this work relevant for Strategy & Effectiveness?
To reverse declining brand awareness and increase Colgate’s Masterbrand distinctiveness, we had to go big. The challenge required a whole new strategy and a complete pivot in our media approach. Three years later, Colgate is reaping the rewards via increased sales, as well as greater top-of-mind awareness and salience among all category buyers.
This is a story of optimism in action.
Colgate, once Australia’s No.1 most trusted brand(1), was starting to resemble a “rusted brand”. By 2019, awareness was falling, and brand attributes were in consecutive decline(2) ....