Head of Data Products, UK

This month Colgate achieved the highest uplift in Ad Awareness of any brand in the UK

Colgate enjoy the greatest improvement in ad awareness of any brand during January. It follows the launch of its new product aimed at sustainability-conscious consumers and an increased focus on popular new social media platform TikTok.

YouGov’s BrandIndex data shows that Colgate’s Ad Awareness score (which measures whether someone has seen or heard an advert by the brand in the past two weeks) jumped to 14.9, a 6.5 point jump over the past month.

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In mid-November Colgate revealed the industry’s first recyclable toothpaste tube coupled with a vegan-certified toothpaste. The roll out of these products to the UK and European markets began at the start of the year.

The toothpaste tube – made from the same plastic as milk bottles – is fully recyclable, unlike conventional tubes which are a mix of plastic and aluminium. The toothpaste also does away with glycerine, a conventional ingredient that is made from animal fats.

Colgate’s Consideration score (which asks whether someone would consider purchasing from the brand) also jumped – peaking at 51.8 in late January.  

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The company’s improved metrics may also have been helped by a new social media campaign. Late last year, Colgate announced that in order to reach new audiences it would increase its use of TikTok, the rapidly-growing social media platform aimed at young people.

Colgate narrowly beat Go Compare as the brand with the most improved Ad Awareness scores is. In early January, the price comparison site launched a new campaign featuring its classic mascot Gio Compario that saw its Ad Awareness increase by 6.3 points.

Image: Colgate

Learn more about YouGov BrandIndex here.

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