Colgate China
Mission
Toothpaste in China.
How to improve sales?
Code
DIscovery
To discover a new positioning.
We discovered that a particular population segment was not brushing their teeth after eating but before.
Why? Their positioning was to prevent cavities and bad breath and preserve gums. They wanted to clean their mouth to enjoy and appreciate the taste of the food they would eat.
The positioning was not to prevent cavities but to prepare your mouth to enjoy the food.
So
What ?
- New products without a strong flavor (mint) that would mask the taste of food but with a plant flavor that would enhance food taste.
- The positioning was not AFTER, but BEFORE eating.
- It was not cleaning but preparing and waking up your papillae.
- It was not health but pleasure.
The
Results
New promise: Toothpaste for those who want to enjoy their food.
SOME WORDS
FROM OUR CLIENTS
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
"The Corporate brand study conducted by Dr. Rapaille is probably the best piece of research this company has seen in a long time."
"It was such a thought provoking rich and rewarding experience that I will not forget for the rest of my life."
"The depth of insight and the detail and the precision are far greater than those from traditional studies."
"Dr. Rapaille's powerful insights have proven invaluable in understanding emerging markets and unmet needs of our customers."
"Not a day goes by when I don't hear, see or otherwise experience the archetype discoveries that we have made."
"Working with Dr. Rapaille led us to powerful new discoveries about the essence of Jack Daniel's which have advanced the strategic language we use and fueled organizational confidence in our vision for growth."
"His approach is unlike any other research methodology; it delivers answers to questions that cannot be addressed through traditional focus groups."
"Dr. Rapaille’s approach unlocks deep consumer insights. It’s a game changer in the market.”
A cross cultural teaM
WE HAVE OFFICES ALL OVER
THE WORLD
Palm Beach
New York
Sao Paulo
Istanbul
St. Petersburg
Luxemburg
Hong Kong
Seoul