Colgate Marketing Strategy: How It Helped The Toothpaste Giant

Colgate Marketing Strategy

Do you know how Colgate became synonymous with toothpaste? Due to Colgate marketing strategy! This didn’t happen in a single day. The brand has maintained its top position in the oral care segment for over 200 years…

Colgate Marketing Strategy

Yeah! It is a two-century-old brand that satisfied millions of customers without a single downfall in the oral hygiene industry. This industry includes toothpaste, toothbrush, mouthwash, dental floss, etc. Even in India, whenever think about toothpaste, the first brand that comes to mind is “Colgate.”

All thanks to the Colgate marketing strategy. The brand utilizes effective marketing strategies as per its market segmentation, demographic, and ever-changing behavioral patterns in consumers.

If you are looking for a detailed analysis of the factors that helped Colgate to become the toothpaste giant, then you have come to the right place! In this write-up, we will go through the Colgate marketing strategy in detail.

Stay tuned!

(A) Colgate: A Brief Overview

Colgate, an American brand primarily focused on oral care items like toothpaste, toothbrushes, mouthwashes, and dental floss, is produced by Colgate-Palmolive. The initial introduction of Colgate’s oral hygiene products occurred in 1873, approximately sixteen years after the passing of the company’s founder, William Colgate, who initially started the business by selling soap.

Before delving further into the details of Colgate marketing strategy, let’s have a look at the profile of this brand-

Brand’s NameColgate
Product Type (Operating Segment)Oral Hygiene
Market Share (in India)50%
Parent CompanyColgate-Palmolive Company
Founded1806
FoundersWilliam Colgate (Colgate), 
Burdett J. Johnson (Palmolive), 
William J. Peet and Robert Peet (Peet Brothers)
Headquarters300 Park Avenue, New York City, New York 10022, U.S.
Operating RegionOver 200 countries
Focussed StrategyLaunching premium innovations for growth and market share.  Embracing digital and data-driven approaches. Prioritizing productivity and sustainable practices.
Growth DriversAccelerating growth through brand building and core innovation. Expanding into high-growth segments and new markets. Maximizing online growth. Championing optimism in action.
Revenue (2023)US $19.5 billion
Operating Income (2023) US $3.98 billion 
Net Income (2023)US $2.30 billion
Total Assets (2023)US $16.4 billion
Total Equity (2023)US $957 million
CompetitorsPepsodent, Oral-B, Close Up, Dabur, etc.
Colgate: A Brief Overview

In the upcoming sections, we will look at the history and the key factors that helped Colgate to achieve remarkable success.

(B) History of Colgate

Do you know Colgate was the first brand to sell toothpaste in the plastic tube? This made the toothpaste highly portable and made it the top choice for customers.

Let’s peep into the journey of Colgate-

YearMilestones & Journey of Colgate
1873Colgate toothpaste debuts in glass jars. 
1896Introduction of toothpaste tubes, influenced by Kalodont, Johnson & Johnson (Zonweiss), and Sheffield.  
1950sColgate gained popularity with the slogan “It Cleans Your Breath While It Cleans Your Teeth,” created by Alicia Tobin.
2007The UK Advertising Standards Authority restricts Colgate from claiming that four out of five dentists recommend it.
2015Oral care products, primarily under the Colgate brand, become Colgate-Palmolive’s largest income source globally.
2018Colgate adopts Kolibree technology for the Colgate Smart Electric toothbrush. 
2020Colgate registers toothpaste labels with hemp seed oil and the parent company acquires Hello Products with CBD-infused oral care. Colgate Tooth Powder remains in production and marketing.
History of Colgate

In 1806, William Colgate, engaged in the soap and candle trade in New York, founded Colgate. The company initially sold candles and soap but expanded its offerings to include toothpaste, mouthwash, and dental floss. 

Following William Colgate’s passing, Samuel Colgate assumed control, and in 1928, Colgate Palmolive became the first to introduce toothpaste in a tube. Business process transformation was initiated in various countries in the 1920s.

As a global leader in the oral care industry, Colgate’s products are now available in over 200 countries. In the early era of television, Colgate pioneered advertising through this medium. In 1997, the company launched one of the first consumer product websites. By the late 1980s, Colgate toothpaste addressed issues like cavities, bad breath, teeth whitening, and gum bleeding.

Presently, as an FMCG giant, Colgate Palmolive has a whopping market valuation of $71.76 billion!

(C) 4Ps: Marketing Mix of Colgate

Tooth Decay (Colgate)

Now, the question that may hover in your mind is- How did this American toothpaste brand become such a popular toothpaste in India?

Well, a big reason is how smartly they advertise. Colgate uses different ways to tell people about their toothpaste, from regular ads to modern online ads. Let’s look closely at the marketing mix of Colgate marketing strategy-

(C.1) Product: A Diverse Range Catering to all ages

Colgate’s product portfolio is expansive, featuring oral hygiene essentials for all age groups. Beyond standard items, specialized products for children exemplify the brand’s commitment to diverse consumer needs.

Its product line in the oral hygiene segment includes-

  • Toothpaste
  • Toothbrush
  • Dental Floss
  • Mint Mouthwash
  • Kitty Product

The “Kitty” product line, comprising a toothbrush with soft bristles, showcases Colgate’s dedication to combating tooth decay and germs. Core offerings include toothpaste and mouthwash, with the former boasting thirteen varieties tailored for specific oral care needs, including the following-

  • Cavity Protection
  • Gingivitis Prevention
  • Fresh Breath
  • Tartar Reduction
  • Enamel Strengthening
  • Sensitivity Relief
  • Tooth Whitening

Colgate toothpaste incorporates fluoride, and abrasive elements facilitating plaque removal, and surface polishing. The brand’s commitment to innovation is evident in its varied product range, continually addressing evolving consumer demands.

(C.2) Pricing: Strategic Positioning and Dynamic Strategies

The Colgate toothpaste is the most highlighted oral care product of the brand. Do you know the company gained 23% gain in its stock in the fiscal year 2018 due to Colgate toothpaste?

Even during the pandemic, when other companies’ stocks were going down, Colgate’s sales increased to $17.7 billion which was far more than its past. In FY18, its sales were $15.5 billion.

Colgate strategically positions toothpaste as its flagship product, anchoring the entire oral care range around it. The brand employs dynamic pricing, recognizing the role of consumer psychology in setting prices. And that’s the reason for Colgate to become the household brand of India!

 Visible White toothpaste, offering enhanced oral care and whitening capabilities, commands a higher price compared to Colgate Max Fresh. The organization ensures accessibility by offering products in diverse sizes and combo packs, catering to varied consumer segments.

Colgate employs a dynamic pricing strategy, regularly reassessed by consultants to maintain competitiveness. 

Despite potential challenges, such as transportation logistics, the brand’s collaboration with Magellan Transport Logistics reinforces its commitment to a robust 3-tier distribution system.

(c.3) Placement: Extensive Reach and Innovative Targeting

Colgate always uses a special method to stand out. This helps them attract new customers and keep existing ones interested. They are involved in sending their products to different middlemen, like wholesalers and retailers, before reaching customers quickly. Their main plan is to deliver fast and make sure their products are available everywhere in the country, including rural, semi-urban, and city areas.

Hence, Colgate adopted an inclusive distribution strategy, ensuring its products are accessible across rural, semi-urban, and urban markets. 

The brand leverages a unique placement approach, exemplified by its innovative campaign during the Maha Kumbh Mela. 

Utilizing location-based targeting via nearby cellular towers, Colgate created a virtual circle around the pilgrimage site. This pioneering effort, utilizing Amin Sayani’s voice to invite visitors to a Colgate booth, achieved a remarkable 300% increase in foot traffic and attracted over 700,000 visitors.

While Colgate has firmly established its distribution channels, the collaboration with Magellan Transport Logistics underscores its commitment to overcoming transportation challenges and ensuring widespread availability.

(c.4) Promotion: Creative Campaigns, Online Presence, and Influencer Marketing

Colgate Ad

Colgate’s promotion mix is marked by creativity, appealing packaging, and a strong online presence. The brand’s utilization of the traditional red color in packaging fosters consumer familiarity. Colgate employs various promotional tactics through television, radio, print media, billboards, and digital platforms.

The brand maintains an active social media presence on platforms like MySpace, Twitter, and Facebook, engaging with consumers and encouraging them to share their experiences. The ‘Smile Out Loud’ campaign exemplifies Colgate’s innovative approach, featuring real women’s stories and emphasizing the role of toothpaste in enhancing smiles and radiance. Colgate’s collaboration with influencers, such as the “Tazgi Express with Ranveer” advertisement featuring Ranveer Singh, underscores its commitment to influencer marketing and building a strong brand image.

Let’s look at the promotional aspect of Colgate marketing strategy in detail-

(C.4.1) Innovations Reflecting Tradition: A Journey Through Time

Since its inception in 1957, Colgate has been a market leader, introducing groundbreaking innovations. As the pioneer in offering toothpaste in tubes, Colgate captured the masses’ attention. Recognizing India’s traditional values, the brand launched a series of natural and Ayurvedic toothpaste, including Colgate Vedshakti, incorporating natural Ayurvedic ingredients. 

Colgate’s continuous innovation is showcased through products like Colgate SlimSoft Charcoal, the first charcoal-infused toothpaste in the Indian market, demonstrating a commitment to reflecting market trends.

(C.4.2) Influencer Marketing Strategies: Partnering with Icons for Brand Amplification

Colgate places significant emphasis on influencer marketing, collaborating with renowned personalities to amplify its products. Collaborations, such as the ‘Taazgi Express with Ranveer Singh’ advertisement, convey the brand’s messaging through relatable and influential figures, creating a strong connection with the audience.

(C.4.5) Colgate’s Social Media Prowess: Beyond Packaging

Colgate’s success extends beyond physical packaging, encompassing a robust presence on Twitter, Facebook, and Instagram. The brand actively engages with its audience, posting regularly and responding to comments and questions. Social media contests and user-generated content amplify Colgate’s reach, establishing a dynamic and interactive online community.

In short, when Colgate does its marketing, it mixes things up just right. They have good products, change prices as needed, pick smart places to sell and come up with cool ways to tell you about it. Colgate sticks to what it believes in and keeps making new things, making it a top name in taking care of your teeth worldwide. They care about what you need, use lots of ways to tell you about their stuff, and are always online, making a big impact on how we all take care of our teeth.

(D) Marketing Campaigns of Colgate: Evidence of Effective Colgate Marketing Strategy

Colgate Marketing Strategy (part 2)

As you know, marketing strategies are crucial for any company. Colgate stands out with its innovative approaches aimed at captivating the target audience. Let’s delve into some of the highly effective marketing campaigns that have propelled Colgate’s product promotion-

(D.1) Captivating Packaging


Colgate excels in packaging design, blending youthfulness with sophistication. Whether it’s Cavity Prevention toothpaste or Max Fresh, the advertisements precisely convey the oral health benefits. Notably, the Colgate Scholarship Offer Program was strategically crafted, creating an emotional connection by aiding children in achieving their aspirations.

(D.2) “The Smile Show” on YouTube

Colgate initiated “The Smile Show” campaign, drawing attention to people’s most visible feature – their teeth. Utilizing YouTube, a prime platform for millennials, the campaign gained over 24 million views. Collaborating with popular YouTubers like Andrea Brooks and Blair Fowler, Colgate achieved remarkable brand metrics, including a 13% increase in brand awareness, a 10.8% increase in purchase consideration, and a staggering 1116% surge in brand interest.

(D.3) Location-based marketing at Maha Kumbh Mela

To tap into the Hindu pilgrim demographic at Maha Kumbh Mela, Colgate implemented a unique location-based marketing strategy. Creating a virtual circle around the pilgrimage site, pilgrims received calls from Indian radio personality Amin Sayani, inviting them to the Colgate booth. This resulted in an impressive 300% increase in foot traffic.

(D.4) Celebrity Collaborations

Colgate has strategically collaborated with celebrities like Kareena Kapoor, Shahrukh Khan, and Madhuri Dixit. A notable example is their collaboration with Ranveer Singh, emphasizing how Colgate Max Fresh can energize you.

(D.5) Building Customer Trust

Colgate focuses on strategies that resonate with customer sentiments. Engaging in social activities and partnering with NGOs for societal upliftment, the brand demonstrates a commitment beyond mere product promotion.

(D.6) The Power of a Smile – “Smile karo aur Shuru ho jao”

Colgate launched the global marketing campaign “Smile karo aur shuru ho jao” (Hindi for “Smile and start living”). Encouraging people to begin their day with a smile, the campaign became a success, establishing Colgate-Palmolive as a leader in the toothpaste industry.

(D.7) Colgate Scholarship Offer Program

In 2015, Colgate-Palmolive introduced its scholarship program, aiming to inspire and reward the next generation. Focused on academic excellence, leadership/service, and financial need, the program has significantly contributed to providing access to higher education for deserving students across the US.

That’s how, Colgate’s marketing brilliance extends beyond conventional methods, embracing creativity, strategic partnerships, and societal well-being. Through an innovative array of campaigns and initiatives, Colgate continues to shape consumer perceptions and solidify its leadership position in the oral care industry!

(E) Key Takeaways from Colgate Marketing Strategy

Now let’s see what you can learn from the Colgate marketing strategy-

Entrepreneurial TakeawaysDetails
Embrace Diverse Marketing ApproachesEntrepreneurs can learn the value of employing diverse marketing strategies. Colgate’s use of YouTube series, location-based targeting, and global campaigns illustrates the effectiveness of catering to different audiences through various channels.
Prioritize Strategic PackagingPackaging plays a crucial role in consumer perception. Entrepreneurs can glean insights from Colgate’s mastery in creating packaging that is not only visually appealing but also effectively communicates product benefits, contributing to consumer confidence.
Leverage Celebrity CollaborationsCollaborating with celebrities can enhance brand visibility and influence consumer perception. Entrepreneurs can consider strategic partnerships with well-known personalities to effectively promote their products or services.
Innovate in Marketing ChannelsColgate’s success with location-based marketing at Maha Kumbh Mela emphasizes the importance of exploring innovative channels. Entrepreneurs should stay open to unconventional methods that resonate with their target audience and tap into specific demographics.
Build Trust through Social EngagementEstablishing trust is crucial for long-term success. Entrepreneurs can learn from Colgate’s commitment to social engagement, participating in activities that align with consumer sentiments and contribute to societal well-being.
Invest in Educational InitiativesDemonstrating a commitment to education, like Colgate’s Scholarship Offer Program, can create a positive brand image. Entrepreneurs can explore initiatives that contribute to societal welfare while enhancing their brand’s reputation. 
Maximize Online Presence and Influencer MarketingEntrepreneurs should recognize the importance of a robust online presence. Colgate’s active engagement on social media platforms and collaborations with influencers showcase the potential impact of digital marketing strategies. 
Measure and Communicate ResultsEntrepreneurs can learn from Colgate’s emphasis on measuring campaign results. Establishing clear metrics and effectively communicating positive outcomes contribute to building confidence among stakeholders and investors.
Establish Emotional ConnectionsInitiatives that foster emotional connections with consumers contribute to brand loyalty. Entrepreneurs should explore campaigns that resonate with the values and emotions of their target audience, creating lasting connections.
Focus on Positive Consumer ResponsesPaying attention to consumer feedback and adapting strategies based on positive responses is crucial. Entrepreneurs can benefit from Colgate’s ability to gauge consumer sentiments and adjust their marketing efforts accordingly. 
Key Takeaways from Colgate Marketing Strategy

The key learning will definitely help you to expand your brand’s marketing!

(F) Sum Up: Colgate Marketing Strategy

In a nutshell, Colgate’s marketing strategy teaches us the power of diverse approaches, strategic packaging, and celebrity collaborations. By embracing innovative channels like location-based marketing and prioritizing social engagement, Colgate builds trust and connects with consumers emotionally. 

Educational initiatives, a strong online presence, and effective measurement of results contribute to their success. The brand’s ability to adapt to consumer feedback and focus on positive outcomes showcases a valuable lesson for entrepreneurs- a well-rounded marketing strategy that resonates with the audience leads to brand loyalty and long-term success in the competitive market!

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Published By: Supti Nandi
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Ritika jha
Ritika jha
3 months ago

“Kya apke toothpaste mein namak hai” was such an annoying ad. Ironically this as still catch my eyes! Colgate Marketers are too shrewd 😏😏