Colgate-Palmolive’s Post

🍽️ Would you eat a lasagna made by a toothpaste company? 🤔 🚫 In an intriguing twist of brand expansion, Colgate, known for its toothpaste, once ventured into the frozen food aisle with Colgate Beef Lasagna. Despite their success in dental care, this culinary extension didn't resonate with consumers, becoming a classic case of brand extension gone awry. It serves as a stark reminder: align product offerings with brand perception. This unique product now resides in the Museum of Failures in Sweden, embodying a fascinating study of how deeply brand identity influences expectations to the point where consumers anticipated the lasagna might taste like toothpaste. 🤮 #BrandExtension #CrossIndustry #ColgateLasagna #InnovationBlunder

Procter & Gamble introduces Tide evo, a liquid-free detergent in the form of soft, white-woven tiles - which may well be the first 'product form' innovation since Pods in laundry detergent category (after reportedly 10 years of R&D effort) Tide claims its new form to have a superior cleaning performance. If this is yet to be proven with the consumers, two immediately visible impacts are lower amount of plastic (PaperBox instead of bottle/ bag...) and lower weight per wash. Both should i) reduce environmental impact, and ii) packging & shipping costs (lower weight/ easier to ship boxes) aligning well with the increase of #eCommerce in detergent purchases Interesting development in otherwise quite steady category, if the environmental impact is welcome, the price/ performance ratio will decide the fate of this #innovation in the eyes (and pockets) of consumers #fmcg #cpg #strategy Frederic Fernandez & Associates

Turning detergent into a solid cake is not innovation. Making a better detergent with a lower ecological footprint is the task. Wonder what the R&D chemists are doing. Just shows incrementalism and bureaucracy at work. Time for cognitive diversity....to drive real innovation #fmcg #innovation #bureaucracy #leadership #productinnovation

Tide Evo - very interesting innovation! Thanks for the post Bartek. Having worked for Unilever and competed with P&G for over 30 plus years in the past, I have enormous respect for P&G. P&G is an amazingly product/quality driven marketing organization. This innovation is quite interesting- environmental, cost efficient, supply chain efficient, and expandable from an innovation perspective. (ie - P&G can add fabric softener, bleach, fragrances etc. to this platform). Watch out! #unilever #procterandgamble #cpg #innovation Hein Schumacher Reginaldo Ecclissato #cpgindustry #supplychain #supplychainoptimization

This idea cost Colgate $100,000 but made them the market leader they are today. In the 1950s, Colgate searched for an idea to improve its sales and profits. A man came forward with an idea but wanted $100,000 for it. Colgate was out of ideas and decided to pay. Can you guess what the idea was? The man told Colgate to increase the size of the orifice. Just by increasing the size of the orifice from 5mm to 6mm, the amount of paste dispensed per use increased by 40%. As a result, the toothpaste sold faster, and people bought more of the product. And that was not all.  They also increased the number of bristle rows in the brush and created television commercials showcasing toothpaste on the full length of the bristles, further promoting the idea of using more toothpaste. Today, Colgate is the market leader in the Indian toothpaste industry, with a market share of 48.3%. Do you know any marketing stories like this? P.S- One should not use more than peanut size amounts of paste and a brush slightly larger than a baby brush. #marketingstory #colgate #marketing101

Kya apke toothpaste me namak hai? 🤔 I am sure everyone remembers this catchy Colgate ad. Many of us use their products daily, but did you know Colgate isn't an Indian company? Colgate, since it started its business in India, has been a household name. It's so embedded in our minds that we ask for "Colgate" when we mean toothpaste, just like we say "Bisleri" for water or "Xerox" for photocopying. These brands have made their place in our minds. Today let's understand how did Colgate do this. #finance #business #colgate #casestudy

Big dreams start with small steps: Colgate spreads the power of smiles, building a brighter future for Sorsogon ...see more https://bit.ly/476pjGo Colgate, Sorsogon

💡 Colgate's innovative "Don't Forget to Brush" campaign is a must-see! Discover their clever strategy by watching the reel. #BrandStrategy #ColgateCampaign #HiddenGenius #BrushDaily #DontForgetToBrush #HiddenCampaign #CreativeCampaign #InnovativeCampaign #InnovativeMarketing #BrightHorizon #MarketingInnovation #MarketingStrategy #BusinessStrategy #geniusmarketing #Colgate

👀 I’ve been enjoying the last few Colgate canpaigns but here is what makes their recent campaign of ‘Brush Tonight’ simple & special👇 📈 Before we go into the campaign’s details, let us try to understand how can a brand increase sales: 👉 Increase number of consumers 👉 Increase consumption per usage 👉 Increase frequency of usage 🛍️ Now Colgate isn’t talking about freshness, cavities, teeth cleaning etc. Penetration of toothpaste nationally has reached a certain mass and this campaign has no functional benefit mentioned of brushing. ➕ Increasing consumption per usage is one of the toughest metrics to move! The amount of toothpaste that a user uses while brushing can be changed to a very minimal level only so this is also not applicable. 🔁 We are left with the frequency of usage metric, which is the main objective of this campaign. Majority of the people only brush once a day and that too in the morning so the campaign focuses on increasing the occasion of brushing! 🦷 Colgate-Palmolive (India) Ltd is not trying to change the human behaviour of eating sweets at night but is giving them a preventive solution for their oral care. 🪥 Young brands such as Perfora also tried to excite the consumer by having a morning and a night toothpaste. Everyone knows the disadvantages of not brushing so the best way to increase sales is to increase the consumption occasion for users? ***** Follow Vidit Sidana for more such interesting conversations about marketing and Branding #marketing #branding #advertising

✔𝗖𝗼𝗹𝗴𝗮𝘁𝗲 𝗞𝗶𝘁𝗰𝗵𝗲𝗻 𝗘𝗻𝘁𝗿𝗲𝗲𝘀: 𝗔 𝗗𝗶𝘀𝗮𝘀𝘁𝗲𝗿 𝗟𝗲𝗱 𝗪𝗶𝘁𝗵 𝗦𝗸𝗲𝗽𝘁𝗶𝗰𝗶𝘀𝗺 - 𝗪𝗮𝘀 𝗶𝘁 𝗥𝗲𝗮𝗹 ? The skepticism behind whether Colgate Kitchen Entrees remains to this date, some articles claim it did, and some question it but the major debate is over Colgate’s Beef Lasagna that ‘Museum of Failures’ showcased in 2017. For more Information 📕Read - https://lnkd.in/dVvpdzyn And Get insights #ColgateKitchenDisaster #SkepticalConsumers #BrandFail #ProductFiasco #QuestionableMarketing #ConsumerConfusion #LessonLearned