Colgate-Palmolive kicks off multi-year oral health campaign (Score 21)

Colgate-Palmolive (CP) announced it allocated $100m towards a multi-year oral health campaign. The company claims about 50% of people experience oral disease, which reportedly contributes to other conditions such as heart disease, diabetes and cancer. The campaign is called "Know Your OQ," which means know your oral health quotient, and it is set to last for five years. Consumers can take an assessment at KnowYourOQ.com to find out their OQ score. Contact CP for more information because this looks like a great opportunity for sellers to provide ad space. 

According to Pathmatics, Colgate earned 167.7m impressions YTD through Instagram ads (60%), Facebook ads (33%), desktop video ads (6%) and desktop display ads (2%). It placed the majority (99%) of these ads site direct onto sites such as instagram.com, facebook.com, youtube.com, amazon.com and target.com. It placed the remainder (1%) indirectly through Amazon onto sites such as yahoo.com, target.com, finance.yahoo.com and spin.com. It spent approximately $1.4m on digital display ads YTD, the exact amount it spend during the same time period of 2021. Full-year spend fell 20% from $21.8m in 2020 to $17.4m in 2021. 

Per iSpot, Colgate spent around $12.2m on national TV ads YTD, a 45% increase from $8.4m spent in this channel during the same time period of 2021. Full-year spend dropped 31% from $65.4m in 2020 to $45.4m in 2021. This year, it placed ads during programming such as "2022 Winter Olympics," "NFL Football," "Good Morning America," "CBS Mornings" and "Today." 

**The above spend information refers only to the Colgate brand.**

Sellers-- It seems CP mainly targets Gen-X and millennials. The company reaches these demographics through digital display and national TV ads. It decreased spend in both channels in 2021, but it started ramping TV spend back up this year. YTD digital spend, on the other hand, remained flat compared to the same time period of 2021.It also invests in OOH, print and local broadcast TV ads, per Kantar. There should be plenty of opportunities to provide ad space because the oral health campaign will last several years. 

Agency & martech readers-- I believe CP's AOR Red Fuse Communications has the company's business locked down because it currently provides media buying/planning, creative, multicultural and digital services. I recommend offering project-based assistance on the oral health campaign for the best chance of picking up any of this company's business.