Client Background: Colgate-Palmolive, a global leader in oral care, enjoys a dominant position in the Indian market with its wide range of toothpaste and oral hygiene products. Despite its strong brand equity, Colgate faces stiff competition from both global and local brands that continually challenge its market share.
Industry Challenges: The oral care industry is highly competitive, with numerous brands offering a variety of products at different price points. Consumers often make purchase decisions based on price promotions, discounts, and perceived value. To maintain its leadership position, Colgate needed to create a sales promotion that would drive purchases while reinforcing its brand image.
Objective: Colgate aimed to increase sales of its premium toothpaste range, Colgate Total, by creating a compelling sales promotion that would attract both new and existing customers. The goal was to offer a reward that would appeal to a broad audience, encouraging them to try Colgate’s premium products.
Our Solution: RewardPort developed a promotion offering an assured BookMyShow voucher worth Rs. 125 with every purchase of Colgate Total. This entertainment reward was chosen for its universal appeal, providing customers with an attractive incentive to choose Colgate over competitors. The promotion was simple and easy to participate in, with the voucher redeemable on the popular BookMyShow platform.
Justification: The choice of a BookMyShow voucher as the reward was driven by the universal appeal of movies as a form of entertainment. By associating Colgate with a pleasurable activity like watching a movie, the promotion added emotional value to the purchase. This approach was aimed at enhancing the perceived value of Colgate’s premium product, making it more attractive to consumers.
Results: The promotion was a resounding success, driving a notable increase in sales of Colgate Total during the campaign period. Consumers responded positively to the entertainment reward, and the simplicity of the redemption process further contributed to the campaign’s effectiveness. Colgate was able to reinforce its premium positioning while attracting a broader customer base, demonstrating the power of experience-based rewards in driving sales.