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Colgate
Save Water Campaign

RAN IN: North America

CLIENT
Colgate-Palmolive

Melissa Hodder, Social and CRM Manager
Scott Campbell, General Manager IMC NA

AGENCY
Red Fuse Communications *Lead Agency

Ranjana Choudhry, International Managing DIrector
Stephen Forcione , CEO
Ronnie Beltran, North America Strategist
James Atherton, Global Chief Strategy Officer
Maureen Meagher, Account Director
Nick Goodey, Creative Director


Cohn & Wolfe

Julie Matic , VP
Liz Beck, Executive Vice President


SUMMARY

The Colgate Save Water campaign clearly shows how well-placed cause advocacy can drive brand health. Our objective was simple: change the market dynamic in the US by finding a message that will make people reappraise a familiar brand. Specifically, we needed to start to reverse declines in emotional bonding. The effects of Colgate's first Superbowl ad took everyone by surprise. Tracking showed significant uplifts in emotional bonding, likeability and commitment  in the first week alone after the spot aired. And for 3 months after the spot aired, Colgate became the no.1 toothpaste brand in the US for the first time in 4 years. 

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);PACKAGING;PR;RETAIL EXPERIENCE;In-store Merchandizing;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA;TV;Spots (TV)

Audience: Families

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English