Colgate / Crest: Brand Profiles

Colgate vs Crest. It's one of those FMCG battles the marketing industry loves to love, like Coke vs Pepsi or Big Mac vs Whopper. Procter & Gamble's Crest spent 30 years as America's favourite toothpaste before being unceremoniously kicked from the top spot in 1988 by Colgate-Palmolive's Colgate. In fact the battle is more than a little uneven. Colgate has long been the undisputed champion in the global market, the #1 toothpaste brand worldwide with market leadership in more than 170 countries and global sales of around $2bn. The US remained its weak spot, the only significant market where it was forced to put up with the #2 place. All that changed with the launch in 1998 of Colgate Total, which seized leadership of the sector. P&G has been fighting back ever since. After almost a decade of fierce competition, Crest claimed to have regained the #1 position in the US in the first quarter of 2007. Click here to access the Adbrands profile (subscribers only); or subscribe to Adbrands.net here. Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Advertising: Which agencies handle advertising for Crest and Colgate? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.

Competitors: see Personal Care index for other companies and brands

The Adbrands Profiles of Colgate and Crest summarises the brands' history and current operations. Subscribers may access the following website links:

Colgate-Palmolive

Colgate Total	Colgate Sensitive
Colgate Fresh Confidence	Colgate 2 in 1
Colgate Actibrush	Colgate Motion
Colgate Simply White

Procter & Gamble

Crest	Crest Whitestrips
Crest Rejuvenating Effects	Crest SpinBrush
Blend-a-med	Crest Whitening Expressions

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