CLIENT
Colgate-Palmolive
Joanne Murphy, Director of Shopper Marketing, U.S.
Jairo Garcia, Shopper Marketing Director, Walmart Team
Michael Dinerman, Associate Shopper Development Manager - Walmart
Patrick Rohlwing, Customer Development Director, Walmart
AGENCY
Joanne Murphy, Director of Shopper Marketing, U.S.
Jairo Garcia, Shopper Marketing Director, Walmart Team
Michael Dinerman, Associate Shopper Development Manager - Walmart
Patrick Rohlwing, Customer Development Director, Walmart
WestRock
Steve Finney, Vice President, Group Account Director
Keith Dickinson, Account Supervisor
Erin O'Malley, Senior Vice President
Zach Pfeil, Account Supervisor
Chris Hain, Vice President
Bryan Miguel, Copywriter
Burson Cohn & Wolfe
Elizabeth Croisetiere, Account Executive
Andrea Price, Senior Account Manager
Elizabeth Fiedler, Senior Account Executive
Caitlin Biskup, Associate Account Director
Bjorn Ramberg, Sr. Art Director
Ronnie Beltran, North America Strategy
Dominic Forte, Associate Director
Aleya Brahmachary, Group Account Director
SUMMARY
Colgate needed to capture the attention of Walmart customers shopping for toothpaste on autopilot and convince them to buy higher margin products. In 2016, Walmart had launched Project Gigaton, inviting suppliers to join them in reducing greenhouse emissions by 1 Gigaton by 2030. Colgate embraced this challenge and offered value-focused Walmart shoppers a way to help the environment without paying extra: turning off the tap while brushing their teeth. The campaign resulted in a sales growth for premium Colgate products and saved up to 1.2 billion gallons of water.
