case study: COLGATE PALMOLIVE
Big Idea Search: How do we compete with large players such as P&G and Uni-Lever?
Solution: Academy Awards promotion
Brand Extension:
• Dynamo-Saurus promotion
• displays made through cost-effective production in China
• premium support
• source core products, eg. battery-operated toothbrushes
• merchandising
Objectives:
Create a promotion to
• Drive sales for Colgate brands
• Generate excitement for low-interest categories (soap etc.)
How We Did It:
• Forged a relationship with the Academy Awards
• Involved Colgate’s customers in Hollywood’s premier award
ceremonies
Consumer Offer
• 1st Year: Movie tickets
• 2nd Year: Music Offer (CD / Tape)
Academy Award Music
Dealer Offer
• Display contest
• Winner went to the Award ceremony
• Dealer Loaders: Academy Award videos, CD players
Negotiation with Academy
• Colgate sponsored Student Film Awards
• Big savings $$$
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