{"id":8836,"date":"2012-11-07T05:00:00","date_gmt":"2012-11-07T05:00:00","guid":{"rendered":"https:\/\/business.cornell.edu\/centers\/2012\/11\/07\/examining-smart-marketing-during-colgate-palmolive-s-brand-smarts\/"},"modified":"2026-07-14T18:18:33","modified_gmt":"2026-07-14T18:18:33","slug":"examining-smart-marketing-during-colgate-palmolive-s-brand-smarts","status":"publish","type":"post","link":"https:\/\/business.cornell.edu\/centers\/2012\/11\/07\/examining-smart-marketing-during-colgate-palmolive-s-brand-smarts\/","title":{"rendered":"Examining Smart Marketing during Colgate-Palmolive\u2019s Brand Smarts"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">by Liz Riley, MBA &#8217;13<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"144\" height=\"144\" src=\"https:\/\/business.cornell.edu\/wp-content\/uploads\/sites\/6\/2026\/06\/Liz_Riley_ecr63_bl.jpg\" alt=\"Liz Riley, MBA \" class=\"wp-image-8837\" \/><\/figure>\n\n\n\n<p>Today Colgate-Palmolive returns to Johnson for the company\u2019s annual \u201cBrand Smarts Case Study\u201d workshop. One of several on-campus recruiting events with Colgate, the \u201cBrand Smarts Case Study\u201d is an opportunity for students to learn about real issues faced by the company and explore how they, as marketers, would handle each issue.<\/p>\n\n\n\n<p>Last year\u2019s workshop revolved around the launch of Colgate\u2019s Optic White toothpaste and gave us an inside look at how Colgate approached the product launch. We were given the opportunity to work through the core marketing frameworks to analyze how to best launch the Optic White toothpaste.<\/p>\n\n\n\n<p>Colgate shared the consumer insights it had discovered through research, and we were able to learn how the company handles product launches. The workshop closed with Colgate sharing its final go-to-market strategy, and we were able to see how the company successfully executed the launch of the toothpaste.<\/p>\n\n\n\n<p>Events like the Colgate Brand Smarts Case Study are prime opportunities for Johnson students to not only network with top recruiters but also learn about brand management directly and work through real-world issues.<\/p>\n\n\n\n<p>We are excited for this year\u2019s Brand Smarts workshop and are looking forward to seeing what product will be featured in this year\u2019s case!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>by Liz Riley, MBA &#8217;13 Today Colgate-Palmolive returns to Johnson for the company\u2019s annual \u201cBrand Smarts Case Study\u201d workshop. One of several on-campus recruiting events with Colgate, the \u201cBrand Smarts&hellip;<\/p>\n","protected":false},"author":33,"featured_media":8837,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[161],"tags":[199,200,180],"ppma_author":[],"class_list":["post-8836","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-posts","tag-graduate-student","tag-immersions","tag-two-year-mba"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Examining Smart Marketing during Colgate-Palmolive\u2019s Brand Smarts - Cornell Business Centers &amp; Institutes<\/title>\n<meta name=\"description\" content=\"by Liz Riley, MBA &#039;13 Today Colgate-Palmolive returns to Johnson for the company\u2019s annual \u201cBrand Smarts Case Study\u201d workshop. 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