Colgate-Palmolive

Marketing spend by year

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

What they told investors

“We're not necessarily suggesting that's going into promotion at all. Quite frankly, on the contrary, we expect our advertising, our thematic brand building work to be much more effective as we move forward as we accelerate advertising, particularly in some of the key geographies…”Noel Wallace · 2026 Q1 · transcript

“the fact that we've continued to sustain high levels of advertising investment, particularly in emerging markets has allowed us to accelerate the growth.”Noel Wallace · 2026 Q1 · transcript

“Year-to-date advertising spend is roughly in line with 2024’s record level, and Q4 advertising is expected to be “roughly in line with the year to date,” with advertising as a percentage of sales “down slightly year on year.””management · 2025 Q3 · transcript

“We are still spending very robustly against our brands, although we pulled back a little bit in some markets where we saw the consumer is much more challenged.”Noel Wallace · 2025 Q3 · transcript

What the 10-K says about marketing

• cutting spend “Selling, general and administrative expenses as a percentage of Net sales increased by 30 bps to 38.8% in 2025 as compared to 38.5% in 2024. Excluding the items described above in both periods, as applicable, Selling, general and administrative expenses as a percentage of Net…” 10-K, Feb 23, 2026
• cutting spend “as due to significantly higher raw and packaging material costs (760 bps) and unfavorable mix (10 bps), partially offset by cost savings from the Company’s funding-the-growth initiatives (280 bps) and higher pricing. This decrease in Selling, general and administrative expenses…” 10-K, Feb 23, 2026
• investing in brand “significantly higher raw and packaging material costs (410 bps), partially offset by cost savings from the Company’s funding-the-growth initiatives (310 bps) and higher pricing. This increase in Selling, general and administrative expenses was due to higher overhead expenses (60…” 10-K, Feb 23, 2026
• investing in brand “to cost savings from the Company’s funding-the-growth initiatives (270 bps), higher pricing and favorable mix (140 bps), partially offset by significantly higher raw and packaging material costs (310 bps). This increase in Selling, general and administrative expenses was…” 10-K, Feb 23, 2026

Say vs do

Mixed/up. In 48 statements from its leaders in interviews, 1 argued for investing in brand and 0 for cutting; the filed spend went up.

In the news

• Colgate-Palmolive Bets Big on Digital Transformation, Unified Commerce Marketing Consumer Goods Technology · Sep 24, 2026 · marketing

Peers