September 2009 Creative Benchmarking - Colgate press ads
(1m, PowerPoint (.ppt) format)
September 2009 study
See how two different creative approaches by Colgate influenced consumer perceptions towards the brand.
Key findings:
- Both ads are performing well, significantly above all newspaper norms.
- Tree Tooth is the strongest although Proven Protection provides more information.
- Both ads compare favourably to other FMCG ads we have tested.
- Both ads are having a positive impact on brand equity with Tree Tooth particularly effective in generating reappraisal.
Download the full results of Colgate's Creative Benchmarking research below.
Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.
Find out more about the six strategic roles that can assist Advertisers in connecting powerfully with consumers in newspapers.
Go through past Creative Benchmarking research:
- August 2009: Ads from NSW State Govt, OPSM, Foxtel, Meat & Livestock.
- June / July 2009: Results for AAMI, Mars, Kit Kat and Virgin Blue show that issues on the Public Agenda can connect powerfully with consumers.
- May 2009: featuring ads by Dan Murphy's, Ikea, Coles, David Jones and Myer.
- Coles rethinks press adverts: Coles enjoy a complete turnaround in the effectiveness of its advertising following a change in direction for its press activity.
