Situation:

Colgate-Palmolive, a leader in Europe and Latin America in toothpaste sales and brand recognition had developed breakthrough patented technology providing gingivitis protection and created a new variant, Colgate Total, in which to launch it. Colgate, a leader in international branding, created a process to internationally launch new brands, but had not yet successfully put the theory into practice. 

Challenge:

Growing in global recognition, but yet to dominate the Oral Care market, Colgate-Palmolive, selected the Greek subsidiary to develop and test Colgate Total brand elements and create the foundation for the line extension. Innovative, yet expensive technology threatened diminished margins without careful price considerations, thus introducing the first premium priced toothpaste variant with patented technology.

How We Helped:

• Led a pan-European cross-functional business team through development and implementation of marketing plans, management of forecasts, assessment of new product opportunities and determination of the viability of new distribution alternatives. Directed in-market tests supporting a 25% premium price point, a first in the industry. Successful in-market testing led to an 18% volume increase and 22% profit increase in the toothpaste segment.

• Became the “Brand champion” by leading and executing all marketing mix elements including cost-effective cross-country advertising production, trade and consumer promotions with universal brand-trigger elements, insightful price elasticity analysis, and creative eye-catching packaging ensuring shelf impact for an $18 million dollar brand equity.

Impact:

Spearheaded the launch of four Oral Care global product bundles in the Greek market (toothpaste, mouthwash, toothbrush and floss) under the Colgate Total equity creating a 12% growth in sales in the first year and securing market leadership. Set best practice standards for a global launch criteria with results benchmarking future global toothpaste launches. Launch became the first truly global launch of a toothpaste variant internationally, catapulting Colgate to #1 status for the first time in the United States and securing its global position as the world’s leading toothpaste brand.