Colgate vs Crest: advertising & marketing profiles

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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 40 years as America's favourite toothpaste before being unceremoniously kicked from the top spot in 1998 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, broadening its attack by expanding into other oral health segments such as whitening, floss, mouthwash and toothbrushes. After almost a decade of fierce competition, Crest regained the #1 position in the US during 2007, only to lose it once more in 2016.

Selected Crest & Colgate advertising

Which agencies handle advertising for Crest and Colgate? Find out more from the Account Assignments database.

Who competes with Crest and Colgate? See Personal Care Sector for other companies

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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.

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Adbrands Social Media 22nd Jan 2019: "Close Talker". With less than two weeks to go till Super Bowl, agencies and advertisers have been leaving it later than usual to start releasing teasers or full ads from the Big Game. Last year, the first ads started appearing at least a week earlier. This year, though, Colgate's spot is only now the first full commercial to drop, although Kia unveiled a teaser for their own ad over the weekend. Presumably, the floodgates will now open. Given the general (low) standard of Colgate ads, this one is pretty good, featuring actor Luke Wilson (always my favourite Wilson brother). As usual with all Colgate-Palmolive advertising, WPP's dedicated Red Fuse unit is responsible. Clearly, their creative department has discovered a bit more pizzazz in a hitherto unopened cupboard.

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The Adbrands Profile of Crest and Colgate summarises both brand's history and current operations. Subscribers may access the following website links:

Crest - Colgate


Procter & Gamble - Colgate-Palmolive

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