vitor menezes
CREATIVE DIRECTOR
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Colgate / Creative Transformation

Colgate has been historically a product, product, product focused brand. Selling bright smiles, also called “Colgate smiles”. But as times have changed and most of the competition did the same, brand distinctiveness and business results have started to decrease. In this context, Colgate needed to build a strong brand equity and reconnect with culture to ensure the future of its business.