Colgate focuses on emerging markets, innovative advertising

During Colgate-Palmolive's recent annual stockholders' meeting, the company discussed the ways that the global financial crisis changed its focus with a new emphasis on innovation, particularly in emerging markets, according to an article at Warc.com.

The company, which has 46% and 33% of the worldwide toothpaste and toothbrush markets, respectively, is trying new techniques to reach small businesses in remote places. In Peru, shopping carts emblazoned with the company's different toothbrush varieties were pushed by women who spoke to customers as they strolled around the store.

The company is also working to influence consumers to use its full regimen of oral health products.