Case Study: Colgate-Palmolive scales a global brand refresh with Superside

Colgate-Palmolive launches a global rebrand across 200+ markets with Superside

Colgate-Palmolive, a global consumer goods leader, faced the challenge of executing its first corporate rebrand in over 40 years. The company needed a strategic partner to help build a modern, scalable brand system that could be consistently applied across over 200 markets and used by thousands of employees with varying design skills. They partnered with Superside for its creative services to co-create a flexible brand ecosystem that would honor the company's heritage while supporting its digital transformation.

Superside worked with Colgate-Palmolive to develop a comprehensive global brand system, including guidelines and a unique Visual Communication Graphic Scale framework. This solution empowered all employees to create on-brand communications. The results were highly successful, with the launch achieving 98% positive social sentiment and 99% of employees reporting pride in the new brand. Superside delivered over 1,000 assets to support the global rollout, creating a living brand system that resonates both internally and externally.

Colgate-Palmolive