Creative Benchmarking results

September 2009: See how two different newspaper ads 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 full results in the document below.

  

Visit these sections for more information  

See more Creative Benchmarking research. 

Learn more about Role Map, one of The Newspaper Works' proprietary effectiveness measures.

Likewise, learn more about the Action Map, which identifies what form of action a newspaper ad is likely to generate.

Find out more about the Six Strategic Roles that can assist Advertisers in connecting powerfully with consumers in newspapers.

January 2010


September 2009 Creative Benchmarking - Colgate press ads (1m, PowerPoint (.ppt) format)