Colgate Toothpaste Creative Brief I. Project description

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Hayley Friend

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Colgate Toothpaste Creative Brief

For over 200 years, Colgate- Palmolive Company has been a leader in healthcare products. Colgate-Palmolive is an American manufacturing company that attends to the production, distribution, and provision of household and personal care products. Colgate- Palmolive was founded in 1806 in New York City by William Colgate as a starch, soap, and candle display on Dutch Street. Since then, Colgate-Palmolive Company has become one of the most trusted brands for oral care products. For a dentist-clean feeling, trust the #1 toothpaste recommended most by dentists and hygienists.

Colgate- Palmolive Company is committed to its three fundamental company values caring, global teamwork and continuous improvement. These values are reflected in every aspect of Colgate-Palmolive Company’s business strategy. Colgate- Palmolive Company’s mission statement states, “As a Company that strives to be the best truly global consumer products company, we are committed to doing business with integrity and respect for all people and for the world around us.”

Colgate-Palmolive Company has several target audiences for its toothpastes. Based on the type of toothpaste they are marketed to different demographics. Colgate-Palmolive Company has a total of 31 toothpastes described on its website. Of these 31 toothpastes, 3 are specifically designed for children. Colgate-Palmolive segments its child audience from 0-2, 2-5, 5-8, and 8-12. For the rest of the toothpastes they are segmented depending on the needs of the adult consumer ages 12 and up. Whitening, sensitivity, cavity protection, enamel health, and total care are some of the options for the adult audience demographics. In 2011, Colgate- Palmolive toothpaste was sold in over 200 countries allowing for an international audience of consumers.

The mission statement of Colgate-Palmolive allows consumers to connect with the company and relate their own values to the company values. Colgate- Palmolive consumers see toothpaste as a way to care for themselves and others. They are able to identify with their toothpaste based on their own individual healthcare needs.

Colgate-Palmolive needs to continue its relationship based on its company values with consumers. The international success of the company is a reflection of its efforts to care for others, create global teamwork and continuous improvements in all aspects of the company. Maintenance of this brand image is a necessity for Colgate-Palmolive. Colgate- Palmolive will continue doing this through identifying with their customers, community programs, and sustainability programs.


Colgate- Palmolive is a company with years of experience and success. They are a trusted brand all around the world with a variety of products set out to help others. Aside from its products, Colgate-Palmolive has created sustainability programs, community programs, health education, scholarships, children’s foundation, and partnerships all to help represent the brand integrity. Colgate-Palmolive’s 200 years of success and continued efforts is what makes Colgate-Palmolive appeal to so many.


Benefit Statement. “What’s in it for me?”

Features v. Benefits

Colgate-Palmolive toothpaste is an American brand that supports the health of the world. It is available to a vast amount of consumers at different retail stores. Toothpaste is a necessity for the household and buying the #1 trusted toothpaste recommended most by dentists and hygienists is reassuring for customers. Colgate-Palmolive toothpaste is offered in a variety of different options. This allows consumers to identify their needs with the Colgate-Palmolive toothpaste that solves this need.
Reason Why/Support. Permission to believe?

Colgate- Palmolive toothpaste is becoming an international brand. Its mission statement and brand vision supports the health and wellbeing of the world. I believe that Colgate-Palmolive should continue expanding its market reach to better the lives of those around the world. Efforts like the sustainability programs, scholarship funds, and children health education around the world help improve this message. I believe the products that Colgate-Palmolive produces are beneficial to everyone and have helped set the standard for oral healthcare. Continuing outreach throughout the world to those less fortunate will help support Colgate-Palmolive’s mission and brand strategy.

Brand Character. What is the Brand’s personality?
Colgate-Palmolive brand personality is embodied through the fundamental values of the company. A brand that is caring, apart of a global team to better the world, and continuously working to improve. The image that Colgate-Palmolive toothpaste provides is global company that cares for the world.

Colgate has become synonymous with toothpaste and the best looking smiles. Having a “Colgate smile” is a way of saying that a person has a great and healthy looking smile. The unique selling proposition is that consumers want to join this culture that is related to the most confident and healthy smiles. Colgate-Palmolive brand is providing this by expanding their brand internationally and provide the best oral heath care through its toothpaste. Giving people around the world health and confidence through the company values is what sets Colgate- Palmolive apart.


Trademarks, Logos, Slogans

“Colgate Smile”, “Colgate World of Care”, Red and White Logo, “Number 1 recommended by dentists” “Pure. Fresh. Clean”

Disclaimer for Colgate Toothpaste

Dental plaque germs

**Results improve with continued twice daily use, shown in 6 month clinical studies.

‡Colgate Total® toothpaste is approved through the New Drug Application process to help prevent gingivitis. Not approved for the prevention or treatment of serious gum disease or other diseases.

†This toothbrush does not replace flossing.

††Based upon 6 week clinical data

§Use together to fight germs, fortify enamel and improve gum health. Results improve with continued use.


Colgate should place its media campaign during the summer season. This would give people a fresh start to their summer plans like weddings and vacations. It would create confidence and be essential to a consumers “summer ready” outlook for the season. This campaign can run through fall as consumers transition into school years and the beginning of holiday parties. Confidence and wellbeing are very essential during times like summer and fall. Colgate toothpaste’s campaign would be most effective during these times.

Colgate: Toothpaste & Toobrushes | Products for Oral and Dental Health. (n.d.). Retrieved April 7, 2015, from

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