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8,215 $m

Colgate's core values of caring, global teamwork, and continuous improvement guide the brand's initiatives and have helped it achieve positive results in the past year. Colgate's presence is impressive, with its oral care products sold in over 200 countries. The question now is whether it is creating lasting brand relevance. Employees are encouraged to walk the company talk and participate in its philanthropic efforts. Colgate's long-term, international "Bright Smiles, Bright Futures" campaign is successful in educating children about oral health and providing free dental screenings. A wonderful balance to its partnerships with dental professionals, civic centers, and youth education, which reinforce its functionally-focused message of oral care. 

Recently, the brand shifted its efforts from oral health to general health and cleanliness, clearly to increase awareness of the brand's larger purpose. Colgate has also effectively responded to consumer demands for more sustainable business practices, for example by reducing its global energy and water consumption, and helping to earn it a place in Ethisphere's 2013 list of the World's Most Ethical Companies. The brand also increased its global social media and digital marketing presence. PR efforts like the New York gathering to break the Guinness World Record for most people using mouthwash simultaneously helped drive social media buzz (and generate 20 times more social engagement than its competitor, Crest). The company has recently stepped up innovation with products like Colgate Optic White Toothbrush + Whitening Pen, which could create a point of difference in the short-term. The key to greater long-term value could be an even clearer link between corporate and product initiatives, resulting in a much more holistic, far-sighted brand.

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