The document summarizes the results of a marketing campaign by Colgate to drive perceptions that it is recommended by dentists. The campaign included 880 roadside posters. Research found the posters significantly increased perceptions of Colgate being recommended by dentists (up 19%) and strengthened other key brand perceptions. Posters also grew associations with terms like "clinical", "expert", and "scientific". Finally, those who saw the posters were more likely to have recently purchased Colgate (up 21%) and recommend it in the future compared to those not exposed to the posters.

1. Colgate
July 2011

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. 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. 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. 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. 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. 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. 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. 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. 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