Colgate’s IPSOS 2022 report: “The communications supported this year have had a positive impact on equity and perceptions of the Masterbrand –particularly emotional attributes and those centred around brand distinction.”
Colgate recorded YoY increases in:
· Courageous, caring and a leader
· Does the right thing by the community
· Distinguishes itself clearly from other brands
· Increase in optimistic attributes
By making it more than just a TVC, the campaign made an entire community feel heard and included. It was picked up and praised by AFL fans, the Australian public, the hearing-impaired community, and even a member of parliament.