Colgate, a well-known oral care brand, launched the “Close the Tap” campaign in Colombia in order to save water with out using slogan “Save Water”. The campaign was intiated on the World Water Day aimed to raise awareness about water conservation while brushing teeth.
For the first time in 90 years, Colgate changed its name on the packaging to serve as a reminder. The packaging now reads “Close the tap”, encouraging users to turn off the tap while brushing. This creative twist transformed the product packaging into a powerful medium for spreading the message.
Campaign Overview
The Problem
By making a small change to their packaging, Colgate managed to deliver a powerful message on water conservation, proving that every drop counts.
Execution
- On World Water Day, Colgate released a special edition through Colombia’s largest supermarket chain.
- The packaging became a canvas for ads, reaching 85% of the country’s bathrooms.
- The ads were categorized into Prime Time, Late Time, Early Time, and All-Day slots.
- As people brushed their teeth, they were reminded to conserve water by closing the tap.
- The campaign aimed to inspire thousands in 12 cities and impact millions of lives.
Impact and Results
By avoiding water wastage during teeth brushing, the campaign indirectly helped consumers to save an estimated 206 billion gallons of water. (7 million people need for a month.) It creatively leveraged the product’s packaging to drive a crucial environmental message.
Lessons Learned
- Consumer Engagement: The campaign successfully engaged consumers by transforming the product packaging into a daily reminder to save water.
- Brand Responsibility: It highlighted Colgate’s commitment to environmental sustainability, enhancing brand image.
- Impactful Messaging: The campaign demonstrated that impactful messaging could be delivered through innovative mediums like product packaging.
