"The brushing that works between brushing"

Market Situation / Problem
For more than 30 years Colgate was the chaser brand in the US oral care market. P&Gs Crest was the undisputed leader of the pack. The key to regain market leadership was a new product initiative and strong communication. But what‘s the best story? 

Our Approach / The Solution
Our AD PLUS copy test is able to predict advertising effects realistically because it simulates in Low-Involvement approach the everyday viewing situation of the target group.
It delivers not only a sales validated Preference Shift measure, but also a rich set of diagnostics to understand the performance of a piece of advertising. By testing all its North American TV advertising, Colgate-Palmolive had the opportunity to find the best way to support new products in the US market place.

Result
Colgate was regaining leadership in the US oral care market. Icon/Added Value was honored with the Ogilvy Award.