Colgate summary

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  • 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’.
  • Q9
    How likely are you to recommend Colgate in the future?
  • Colgate summary

    1. 1. Colgate July 2011
    2. 2. Key Campaign information Environment/Panels 880 Roadside 48 Sheets Other Information Research carried out amongst female main shoppers Key Campaign Objective Drive perceptions that Colgate is endorsed and recommended by dentists
    3. 3. The campaign strengthened all key brand perceptions Colgate is recommended by dentists Colgate is the market leader Colgate is the best toothpaste for providing non-stop protection Colgate is the only toothpaste that provides non-stop protection 80% +19% 71% 67% 77% +22% 64% 63% 50% +14% +24% 41% 44% 36% 30% 29% Pre Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements based on the advert Post Post PR
    4. 4. Posters drove feeling of inclusivity Colgate… 40% 41% ...is more effective than other brands 69% 65% ...is recommended by dentists/ hygienists ...is the only toothpaste that protects against bacteria for 12 hours ...is the best everyday toothpaste 39% 36% 52% 50% 59% ...protects against all oral health problems 65% 62% 65% ...is clinically proven ...appeals to you more than other toothpaste brands ...offers something different to other brands of toothpaste 46% 43% 39% 41% ...is for someone like you 55% 37% 37% ...is worth paying more for Pre Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements. Post 61%
    5. 5. Posters significantly grew the associations with key words including clinical, expert and scientific Modern Pre Traditional Post PR Trustworthy Sophisticated Family Oriented Posters Clinical Poster significantly drove perceptions Innovative Expert A Leader Scientific Intelligent 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
    6. 6. Posters drove purchase of the brand Pre Post 46% 47% Post Recognisers 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?
    7. 7. 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?
    8. 8. 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
    9. 9. 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
    10. 10. 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

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