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