colgate darkie
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Transcript of colgate darkie
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CASE STUDY :Colgates Distasteful ToothpastePrepared for: MADAM NURUL AZRIN ARIFFIN Presenter : AHMAD AFIDZ BIN MOHLISINMASWADI BIN AZIZMUHAMAD SHAHRULFITRI BIN MOHD SULAIMANMANAGEMENT
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Case OverviewColgate learned a hard lesson in 1985 by acquiring Hong Kong based Hawley & Hazel
This strategy was used to enter the Asian market place (products sold widely in Hong Kong, Malaysia, Singapore, Taiwan)
Racist Logo?
Was this a costly mistake?
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Darkie Toothpaste
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ProblemColgate purchases 50% partnership of Hawley & Hazel 1985 for $50 million
Hawley & Hazel are selling a very successful brand of toothpaste that dates back to the 1920s
The brand Darkie is considered raciest and very offense to many people of color
North American backlash at Colgate
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SolutionAfter heavy reaction from North American groups Colgate asked Hawley & Hazel to change product look and name.
Hawley & Hazel hesitant to change product because of high brand loyalty
A mutually beneficial solution purposed
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Darlie Toothpaste
Updated logo and changed the name from Darkie to Darlie
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Darlie Toothpaste 3-year plan to roll out the new name and logo
A heavy marketing blitz was executed in Asia to inform customers of the name change
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Asian Perspective on Darkie ToothpasteWas not found to be racial or offensive
Best selling toothpaste in Asian
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