“Improvements in oral care are occurring more quickly than ever, so Colgate-Palmolive determined the best way to showcase its Total, MaxFresh and MaxWhite toothpastes, brushes and mouthwash was to encompass them all in one big compartmentalized corrugated endcap unit.
This clever plastic shelf sign/aisle interrupter promoting Colgate-Palmolive’s Colgate mouthwash does a terrific job of flagging the new Advanced Health product. Consumers are instructed to “shake to activate” the ingredients.
Shopper platforms can be a valuable complement to commercial activity plans, lessening the need for the more typical promotional-driven efforts. But there are critical steps that must be taken to ensure the success of brand-specific or cross-category shopper platforms.
Tapping into consumers’ emotional guilt and, more importantly, inspiring them to make a difference, Colgate-Palmolive created an informational sustainability campaign around the issue of water waste for Albertsons/Safeway.
Raphael Savalle writes articles about the Consumer Goods sector, its strategic challenges and opportunities to help executives think about their options and to engage managers in thinking strategically.