Colgate July 2011

Key Campaign information Environment/Panels Key Campaign Objective 880 Roadside 48 Sheets Drive perceptions that Colgate is endorsed and recommended by dentists Other Information Research carried out amongst female main shoppers

The campaign strengthened all key brand perceptions +19% +22% +14% +24% Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements based on the advert

Posters drove feeling of inclusivity Source: Opinium, For the next set of questions please rate how strongly you agree or disagree with the statements. Colgate…

Posters significantly grew the associations with key words including clinical, expert and scientific Posters Poster significantly drove 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

Posters drove purchase of the brand Pre 46% Post 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?

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?

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

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