Colgate Palmolive
Worked extensively with the Colgate Innovation Center / Client Team on go to market strategies with Integrated Marketing Campaigns designed to hit the following objectives
Differentiate and drive equity in a way that breaks through the noise – Plax Mouthwash; Colgate Total 12;
Generate demand for new product innovations – Colgate Luminous White
Drive Per Capita Consumption of “nice to have” brands – Suavitel Fabric Softener
Defend share against new competitive threats by Unilever, P&G – Ladies Speed Stick
Share of Market, Share of Voice, and Equity/Brand Health are standard quantitative KPI’s that are rigorously reported across the full portfolio, as part of post-campaign analysis and aggregated Quarterly and Annually for commercial stewardship and performance based compensation.
