Colgate encourages consumers to save water

Colgate, the toothpaste brand, used social media and PR around the Super Bowl to raise its brand metrics in the US.

Campaign details

Advertiser: Colgate PalmoliveBrand: ColgateAgency: Cohn & WolfeCountry: United States

Colgate Encourages Consumers to Save Water

Colgate is the world's number one toothpaste brand, but second in the United States. With millions of Americans brushing their teeth with Colgate every day and an intimate relationship to water, the brand still lacked a meaningful connection with consumers. Cohn & Wolfe recognized that in order to lead, Colgate has to act like a leader and do something surprising to make people rethink the brand.

With water shortages and droughts, Colgate took a stance on...

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