Colgate

July 2011

Key Campaign information

Environment/Panels Key Campaign Objective

880 Roadside 48 Sheets

Drive perceptions that Colgate is endorsed and recommended by dentists

Other Information

Research carried out amongst female main shoppers

The campaign strengthened all key brand perceptions

29%

44%

63%

67%

30%

41%

64%

71%

36%

50%

77%

80%

Colgate is the onlytoothpaste that provides

non-stop protection

Colgate is the besttoothpaste for providing

non-stop protection

Colgate is the market leader

Colgate is recommended bydentists

Pre Post Post PR

+19%

+22%

+14%

+24%

Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements based on the advert

Posters drove feeling of inclusivity

37%

55%

41%

43%

65%

65%

50%

36%

65%

41%

37%

61%

39%

46%

62%

59%

52%

39%

69%

40%

...is worth paying more for

...is for someone like you

...offers something different to other brands oftoothpaste

...appeals to you more than other toothpastebrands

...is clinically proven

...protects against all oral health problems

...is the best everyday toothpaste

...is the only toothpaste that protects againstbacteria for 12 hours

...is recommended by dentists/ hygienists

...is more effective than other brands

Pre Post

Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements.

Colgate…

Posters significantly grew the associations with key words including clinical, expert

and scientific

Modern

Trustworthy

Family Oriented

Innovative

A Leader

IntelligentScientific

Expert

Clinical

Sophisticated

Traditional

Pre

Post PR

Posters

Poster significantly

drove perceptions

Source: Opinium, Please give an answer for each word on a scale of 0-10, where 0 means ‘doesn’t describe the brand at all’ and 10 means ‘very accurately describes the brand’. Those who scored 10 out of 10

Posters drove purchase of the brand

Pre

46%

Post

47%

PostRecognisers

57%

Poster recognisers are +21% more likely to

have purchased Colgate in the last

month

Source: Opinium, Have you bought Colgate in the past month?

Posters drove recommendation of Colgate

Those people who have seen the posters at the post stage were 11%

more likely to recommend Colgate

than those who had not

Source: Opinium, How likely are you to recommend Colgate in the future?

Summary

• Posters clearly drove the message that Colgate is a brand recommended by dentists

• The campaign also strengthened the association between the brand and “expert” – again a clear link with the creative

• Finally, the campaign influenced purchase behaviour with those exposed more likely to have purchased the product

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics, and further information on perceptions and purchasing behaviour