Have you ever wondered what's behind those advertising promises that seem too good to be true? In this episode, we dive into a campaign that shone more for its controversy than its results. Get ready to discover how a radiant smile turned into a headache for a well-known brand.
Exaggerated promises and unfulfilled expectations
In 2013, Colgate launched its new toothpaste "Max White One Optic" in the United Kingdom, promising an instant whitening effect from the first brushing. The advertising campaign showed people with dazzling smiles, suggesting that this product was the magic solution to achieve white and bright teeth in the blink of an eye.
The strategy was based on the use of "optical brighteners", particles that reflected light and created the illusion of whiter teeth. Although the effect was temporary and disappeared when the product was no longer used, the campaign focused on the immediacy of the results, using phrases such as "instant whitening" and "whiter smile instantly".
Withdrawal of advertising and fine
The Advertising Standards Authority (ASA) of the United Kingdom received complaints about the veracity of Colgate's claims. After an investigation, the ASA concluded that the advertising was misleading, as the whitening effect was not permanent or as noticeable as suggested in the ads.
The ASA ordered Colgate to withdraw the advertising and modify its messages to avoid future confusion. In addition, the brand was fined for violating advertising regulations.
The Colgate Max White One Optic campaign is a clear example of how exaggerated promises can generate unrealistic expectations in consumers. Although the product could offer some degree of whitening, the effect was temporary and not as drastic as advertised.
This situation generated distrust and disappointment among consumers, who felt deceived by the advertising. In addition, the brand suffered damage to its reputation by being sanctioned by the ASA.
The question for the AI
What is your opinion on an advertising campaign for a toothpaste that promises instant whitening from the first use, showing dazzling smiles, but the actual effect is more subtle and temporary?
The AI Response: The proposed campaign has great potential, but it is important to adjust the message to avoid unrealistic expectations in consumers. Instead of promising "instant whitening", you could focus on the real benefits of the product, such as a brighter and healthier smile from the first use.
You could show images of people with natural and radiant smiles, emphasizing the gradual improvement and long-term benefits of continued use. You could also include real testimonials from users who share their positive experiences with the product.
In addition, you could incorporate a message of comprehensive oral care, promoting healthy habits such as regular brushing, flossing, and visits to the dentist. This would not only strengthen the credibility of the brand, but also generate a positive impact on the oral health of society.
By adjusting the focus of the campaign, you can avoid disappointments and generate trust in consumers, while promoting an image of a brand that is responsible and committed to the well-being of people and the planet.
Your brightest smile, we predict your satisfaction
In today's era, data is the new gold. For companies seeking to maximize their impact and efficiency, predictive revenue marketing has become an indispensable tool. By harnessing the power of data stored in their CRM systems, companies can anticipate the needs and desires of their customers, personalizing marketing campaigns to achieve exceptional results.
Colgate, a global leader in oral care, joins this revolution with the launch of Colgate MaxWhite Durable, its new long-lasting teeth whitening product. With the aim of ensuring customer satisfaction and avoiding any misleading advertising, Colgate has designed a predictive marketing campaign based on real data and ethical analysis to offer each customer a personalized and relevant experience.
Below, we present the title and strategy of this innovative campaign, detailing how Colgate leverages custom fields and objects in its CRM to predict customer needs and offer tailored solutions. Additionally, we will address crucial ethical considerations to ensure privacy and transparency in data use, as well as to avoid bias and ensure inclusion at all stages of the process.
Predictive segmentation:
CRM: Analyzes custom fields such as "Interest in Whitening" (based on visits to related product pages), "Tooth Sensitivity" (recorded during customer service interactions), and "Average Spending on Oral Care."
Objective: Identifies customers most likely to purchase the new Colgate MaxWhite Durable product and personalizes campaigns for each segment.
Personalized dynamic content:
CRM: Uses custom objects such as "Purchase History" (to suggest complementary products) and "Last Dentist Visit" (to remind of the importance of professional whitening).
Objective: Delivers relevant and timely messages through emails, social media ads, and website recommendations.
Purchase propensity scoring:
CRM: Assigns a score to each customer based on interactions such as downloads of whitening ebooks, clicks on links from previous campaigns, and frequency of opening promotional emails.
Objective: Prioritizes marketing efforts on customers with the highest probability of conversion.
Smart retargeting campaigns:
CRM: Uses click-tracking and page-visit data to display personalized ads to those who have shown interest but have not yet purchased.
Objective: Reminds potential customers of the product's benefits and offers additional incentives to encourage purchase.
Continuous Optimization:
CRM: Analyzes campaign performance in real-time, adjusting messages and segmentation based on results.
Objective: Maximizes return on investment and improves campaign effectiveness over time.
Examples of events and data use:
Visits to specific pages: If a customer repeatedly visits the product page or reads blog articles about whitening, they can be sent an email with a special offer or a limited-time discount.
Content downloads: Those who download an ebook about dental care could receive a personalized guide on how to incorporate Colgate MaxWhite Durable into their routine.
Email opens: Customers who regularly open emails about teeth whitening could be included in an early access campaign for the product.
Clicks on links: If a customer clicks on a link from a previous campaign but doesn't buy, they can be shown an ad with a positive product review or a testimonial from a satisfied customer.
Purchases: Those who purchase the product could receive a follow-up email with usage tips and reminders to schedule their next dentist appointment.
Final considerations:
Transparency: Clearly inform customers about how their data is collected and used.
Consent: Obtain explicit permission from customers to use their data for marketing purposes.
Privacy: Ensure the protection of personal data and comply with applicable data protection laws.
Non-discrimination: Avoid using data that could lead to discrimination or exclusion of certain customer groups.
Algorithmic fairness: Implement measures to detect and correct biases in the algorithms used for segmentation and personalization.
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