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Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Case Study

Mouthwash brand Listerine bonded with younger Malaysians around the uncomfortable questions asked to them during family occasions.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Research Paper

Colgate-Palmolive Company, a consumer products company, used customer relationship management (CRM) to identify strategic in-store touchpoints in Brazil.

News

KUALA LUMPUR: Counterfeiting is rife in Asia and no longer affects just high-end brands, but now extends to any product with a logo, a leading representative from the Organisation for Economic Co-operation and Development (OECD) has warned.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

News

ORLANDO, FL: Procter & Gamble, the consumer goods giant, is seeking to "reinvent" its agency partnerships through taking certain responsibilities in-house, driving creativity, and encouraging greater integration between media and creative ...

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Case Study

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

News

NEW DEHLI: Innovation and a focus on the practicalities of oral health care have helped Colgate retain its position as India’s most trusted brand for the seventh year in a row.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

News

BANGKOK: Asia’s kids are digitally-native consumer powerhouses, influencing their parent’s spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Prudential, the financial-services provider, has leveraged an influencer strategy as it seeks to engage consumers in new ways.

News

MUMBAI: Patanjali Ayurved, the yogi-led FMCG company, has shaken up the offerings of multinational brands in India as its traditional “herbal” toothpaste flavours have stolen market share from giants such as Hindustan Unilever and ...

Case Study

Arm & Hammer, an American manufacturer of household products, created a sample that offered strong visuals and a free balloon ride to convince UK consumers that its premium-priced toothpaste was worth purchasing.

News

NEW YORK: Despite reports that short-form video works well in an era of declining attention spans, it appears a number of major brands see longer animated ads as the way to stand out.

Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Opinion

Studies suggest that likability is the key driver of advertising efficacy, outperforming all other measures as a predictive metric, so, argues Faris Yakob, why don’t more brands aim for being liked – a much more realistic goal than being loved.

Case Study

Patanjali's Ayurveda-based toothpaste brand, Dant Kanti, used a TV campaign to take on the market giants and grow beyond its category, in India.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Case Study

Toothpaste brand Colgate used a mobile campaign to give dental advice to people in rural India.

Case Study

Signal, an oral hygiene brand, encouraged children worldwide to brush their teeth more often by turning brushing into an engaging story.

Case Study

P/S, an oral healthcare brand, launched a campaign in Vietnam to increase market share in rural areas.