3. Increase in brand perceptions
80%
Colgate is recommended by
dentists +19% 67%
71%
77%
Colgate is the market leader
+22% 64%
63%
Colgate is the best 50%
toothpaste for providing
non-stop protection
+14% 41%
44%
Colgate is the only 36%
toothpaste that provides
non-stop protection
+24% 30%
29%
Pre Post Post PR
Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the
statements based on the advert
4. Posters drove feeling of inclusivity
Colgate…
...is more effective than other brands 40%
41%
...is recommended by dentists/ hygienists 69%
65%
...is the only toothpaste that protects against 39%
bacteria for 12 hours 36%
...is the best everyday toothpaste 52%
50%
...protects against all oral health problems 59%
65%
...is clinically proven 62%
65%
...appeals to you more than other toothpaste 46%
brands 43%
...offers something different to other brands of 39%
toothpaste 41%
...is for someone like you 61%
55%
...is worth paying more for 37%
37%
Pre Post
Source: Opinium, For the next set of questions please rate how strongly you agree or
disagree with the statements.
5. Words associated with Colgate that significantly
increased amongst poster recognisers were;
scientific, clinical and expert
Modern
Pre
Traditional Trustworthy
Post PR
Sophisticated Family Oriented
Posters
Clinical Innovative
Poster Expert A Leader
significantly
drove Scientific Intelligent
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
6. Influenced purchasing behaviour
Pre Post Post
Recognisers
46% 47% 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. 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?
