Marketing Strategies of Colgate That Made It a Successful Toothpaste Brand

Marketing Strategies of Colgate That Made It a Successful Toothpaste Brand
Colgate Marketing Strategy

When it comes to oral care or toothpaste, in particular, there is one brand that immediately pops up in every Indian’s mind and that is Colgate. For over 200 years, Colgate has been carrying out its business internationally. Even today in India, Colgate is a brand that is known for its quality, its affordability, its product range, and most importantly its goodwill.

It has been a trusted brand for oral care products and has satisfied the needs of millions of customers. Be it the toothpaste, toothbrush, mouthwash, or dental floss, the company has never seen a great downfall in the market.

One of the major reasons for the success of Colgate in India and internationally has been the marketing strategies and ways of branding. The company applies effective marketing strategies according to its market segmentation, demographic, psychographic, and consumer behavioral patterns. To know more about Colgate, its history, and its marketing strategies, watch this space.

History of Colgate
Top 5 Marketing Strategies of Colgate

  1. Collaboration with Influencers
  2. Location-Based Targeting
  3. Creative Packaging with a Strong Message
  4. Building Trust Among Customers
  5. Reflecting the Innovations

History of Colgate

Colgate Logo
Colgate Logo

Founded in the year 1806, India’s No.1 toothpaste brand, Colgate was a soap, starch, and candles business back then. William Colgate found the company Colgate in New York. After he passed away Samuel Colgate ran his business and in the year 1873, a new product was launched – toothpaste that was then sold in jars. Since the 1920s the company started operating its business in other countries as well. By the end of the 1980s, the company was popular and successful in selling toothpaste that was to prevent cavities, bad breath, whither teeth, resolving gum bleeding problems, etc.

Success Story of Colgate

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Top 5 Marketing Strategies of Colgate

Following are the top marketing strategies that Colgate has used in India to become one of the most promising and prominent oral healthcare brands:

Collaboration with Influencers

The Company has always targeted to shoot advertisements with prominent celebrities. Very popularly the Colgate Max fresh has always been promoted by Ranveer Singh which depicts that the toothpaste is equally fresh and energetic as Ranveer is.

Also, there are many other advertisements where many Bollywood celebrities have been associated like Kareena Kapoor, Shahrukh Khan, and Madhuri Dixit. Colgate has been collaborating with YouTubers as well which has targeted and reached millions of millennials.

Colgate Brand Endorsement

Location-Based Targeting

Colgate has always been a master when it comes to ad campaigns and marketing strategies. They tap different locations with different marketing strategies and get a lot of success in the form of positive response and lead generation. One such example of Colgate’s marketing strategy based on location was the Kumbh Mela, the largest spiritual gathering of Hindu devotees.

Kumbh Mela Campaign of Colgate
Kumbh Mela Campaign of Colgate

Colgate tapped this market very well and understood that most people who were present in this area had low levels of literacy rates. To make them aware of the brand and the product, Colgate had sent voice messages via radio and mobile phones.

The virtual network that the company created around Kumbh Mela was a perfect location-based approach to the target audience. The message spread to the pilgrims was to visit the Colgate booths and receive free samples of Colgate toothpaste along with that stand a chance to win prizes.

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Creative Packaging with a Strong Message

Colgate Packaging | Success Story of Colgate
Colgate Packaging

Colgate is very witty when it comes to the packaging of its products. The packaging is very youthful, bright well has very decent which appeals to all kinds of masses as well as spreads the right message across.

Be it the Cavity protection toothpaste or max fresh toothpaste the company’s advertisement commercials and advertisement campaigns aptly signify what they are offering and by concentrating on the solution to the very specific problem of oral health, they gain the trust of the masses.

Building Trust Among Customers

Colgate has always touched upon the sentiments of the masses and has engaged the masses through its heartwarming stories. Not only the company has build trust in the market by providing quality and affordable products but also has participated in numerous social causes, which has increased the trust of Indians.

Colgate has participated and partnered in various NGO’s and social activities which have indirectly always been a part of one of the most effective branding and marketing strategies.

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Reflecting the Innovations

Colgate Innovations
Colgate Innovations

Colgate has its operations since 1957 in India. It was a market mover then since it was the only company that provided toothpaste in a tube. It was a revolutionary time it got the attention of the masses, unlike any other brand at that time. Later on, the company identified the nerves of the Indian market.

Colgate launched a series of natural and ayurvedic toothpaste in India along with more than 90 other international markets. Indians have always been attached to traditions and values and Ayurveda is the essence of India.

They released Colgate Vedshakti which was made with Ayurvedic Ingredients and was said to be natural. The other great invention of Colgate was when the company released Colgate SlimSoft Charcoal.

It was the first-ever toothbrush In the Indian market that had super slim bristles combined with charcoal. There was no other company than who made charcoal-infused toothbrushes and toothpaste. In such ways, Colgate has always been reflecting its innovations in the Indian market.


Colgate has always been a company that has focused to work on its core products and operations and at the same time lookout for new areas to play. Be it rural India or urban India, Colgate has been one of the prominent leaders in the oral care industry and holds a loyal base across the country.

The company aims to continue this journey by serving its customers with the same passion and creating more awareness about the brand by using many different and new marketing strategies.


Is Colgate an Indian company?

Colgate is an American brand founded by William Colgate.

What company owns Colgate?

Colgate-Palmolive Company is the parent company of Colgate.

Is Colgate a Fortune 500 company?

Yes, Colgate-Palmolive is a Fortune 500 company.

How successful is Colgate?

Colgate is a market leader in the toothpaste and toothbrush segment leaving behind the successful competitors.

Who are Colgate's competitors?

Colgate's competitors are:

  • Crest
  • Sensodyne
  • Patanjali Dant Kanti
  • Close up
  • Pepsodent
  • Vicco Vajradanti

Why Colgate is the best toothpaste?

Colgate is known for its tooth whitening properties and 12-hour protection that helps fight cavities, prevent gingivitis, reduce plaque, control calculus buildup and fight bad breath.

Which type of advertising is used by Colgate?

Colgate mainly uses a positioning approach based on its competitors. They have positioned their brand image in such a way that customers are bound to buy the product.

What is Colgate's marketing strategy?

Colgate uses these marketing strategies:

  • Collaboration with Influencers
  • Location-Based Targeting
  • Creative Packaging with a Strong Message
  • Building Trust Among Customers
  • Reflecting the Innovations

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