Colgate Total Relaunch
The core objective was to reinvigorate the Colgate Total sub-brand by positioning it as the premium, go-to choice for advanced oral care.
impressions delivered over the 3-week campaign
sales growth (compared to the prior period, achieving almost 2x STLY)
NTB & reactivated customers (equating to an additional 23k new and reactivated customers).
Campaign background and Insights
The core objective was to reinvigorate the Colgate Total sub-brand by positioning Colgate Total as the premium, go-to choice for advanced oral care. The campaign set out to drive awareness for Colgate Total as category innovators and attract new customers to the total sub-brand, trading up from mainstream toothpaste.
The brand's penetration remained low at 13%, indicating an opportunity for growth.
A large segment of mainstream, affluent consumers were unaware of the benefits of trading up to a premium oral care solution like Colgate Total.
A critical education gap existed regarding how upgrading toothpaste could significantly improve oral health, requiring a shift in perception.
Solution and Results
The campaign centered on the "15x more effective" claim and delivered a seamlessly integrated, multi-channel approach combining mass reach with targeted educational messaging across off-network, online, high-impact in-store displays and rewards. The campaign's success stemmed from a strong partnership between Colgate-Palmolive, Woolworths, and Cartology. Their united approach, encompassing shared insights and joint planning, ensured an impactful and seamless campaign, setting a new standard for Retail Media innovation.
The campaign achieved strong sales growth and market leadership, successfully acquiring new customers and driving trade-up behaviour by combining education and high-impact activation.
• +9.24M impressions delivered over the 3-week campaign.
• +36% sales growth (compared to the prior period, achieving almost double STLY).
• +55% NTB & reactivated customers (equating to an additional 23k new and reactivated customers).
• Colgate Total gained customers from 16 sub brands vs. pre-period.
• Colgate was ranked #1 in the Oral Care subcategory.
