Colgate

Help people get that truly deep clean feeling and create a new consumption occasion.

 

In order to grow we need to identify genuinely new oral care usage occasions or need. The ideas must be big…and the source of business must not be cannibalization of our toothpaste business! So we created Colgate Total Professional Weekly Clean, a once-a-week product that gives you the clean feeling of having just visited the dentist.

The result: Grew Colgate market share in Europe, voted UK product of the year in oral care.