Campanie
JM
Colgate is the biggest toothpaste brand in Romania. The downside is that Colgate is perceived as a mainstream brand.This perception makes the brand vulnerable in the Super premium Whitening category.
We were tasked to launch a new product Max White Expert , a whitening toothpaste positioned in Super Premium.
The category was getting cluttered fast – 3 more launches were already happening, playing in the super premium. All offering the same rational benefit, all fighting for share of mind and wallet.
In such harsh context, we had a clear sales objective: 0.7 MS to be reached by the end of 2015.
We were on a quest to establish Colgate’s leadership in the Whitening category, where niche brands are leading through their professional, expert brand image.
We were tasked to launch a new product Max White Expert , a whitening toothpaste positioned in Super Premium.
The category was getting cluttered fast – 3 more launches were already happening, playing in the super premium. All offering the same rational benefit, all fighting for share of mind and wallet.
In such harsh context, we had a clear sales objective: 0.7 MS to be reached by the end of 2015.
We were on a quest to establish Colgate’s leadership in the Whitening category, where niche brands are leading through their professional, expert brand image.
General Information:
Strategy:
| Strategy: |
We uncovered a great consumer insight: white teeth are not about hard facts dentist’s advice, but the hidden and often not acknowledged need of women to feel glamourous. So, we stopped talking about toothpaste rational benefits and dentists endorsements and focused on REVEALING THE GLAMOUR IN EVERY WOMAN. We needed to arrest the public agenda, to position Colgate Max White as a fashion statement and to dismiss the “mainstream brand“ perception. |
Execution:
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