Colgate: Smile strong

Oral care brand Colgate implemented its first-ever masterbrand campaign to revitalise its declining image in Australia.

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) ....

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Insights Team
Bray Leino

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