At first glance, the ads are almost identical. However, with a second glance, you quickly realise they are subtly different (different headlines, and the product claim bullet points are articulated twice on the Coles version) and one supports a call to action in Coles, and the other in Woolworths.
Interesting to note that the Coles version ran in Melbourne, and the Woolworths version, in Sydney. Perhaps this is a marketing or advertising strategy test?
Oral B has previously performed well in newspapers against our creative benchmarking criteria and they use newspapers extensively. In a category where Colgate is so dominant both in market share and share of voice, Oral B does things differently. They have provided us with excellent examples of how FMCG challenger brands can cut through the clutter and use newspapers as an effective channel.