Challenge
Strategic redesign of the Colgate signature
Solution
Strategy Architecture Naming system Signature system Identity system Packaging system Guideline systems
Results
With the strategic redesign of the Colgate signature, global portfolio architecture & style communication, we reconfirmed Colgate's ownership of red, dramatically improved shelf navigation & benefit communication, raised price value perceptions & reconfirmed Colgate Oral Care's global superiority.
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.