In Colombia almost have of the drinking water is wasted.

And a single tap open while brushing loses the water 3 people need to survive.

Worried about this situation, Colgate is committed to infuse a change.

That is why on World Water Day feels the need to create conscience, having as a goal to reach as many people as possible with a relevant message to motivate an action.

https://www.larepublica.co/responsabilidad-social/cuatro-de-cada-10-litros-de-agua-potable-se-malgastan-en-colombia-2530612

https://www.colgatepalmolive.com/en-us/core-values/sustainability/water

We changed the iconic Colgate logo with a Message reminding people to close the tap during brushing.

Knowing that the Colgate toothpaste is the number 1 choice among Colombians, with a market penetration of 85%, we needed to make sure that people clearly understood that it was the same toothpaste, even with a change in its logo. This change required a delicate design process, re creating the same logo typography and balancing the elements to keep them true to the original design.

This way, at the point of sale, people would understand that it was the same Colgate brand but at the same time, they would be amazed with the disruption when they discover we had changed the brand name with “close the tap”.

Our target are all people who brush their teeth, doesn´t matter their age, leaving the tap open is a common practice and it has same consequences to all. The main media was our own package with an outstanding home penetration of 85%. Understanding that the packaging remains in the bathroom during the life of the product, interacting with people several times daily.

March 22nd, 2021, World Water day, would be the perfect time to demonstrate the Brand commitment. The product would be the Message and the medium itself. It´s iconic white letters over the red background would be replaced for the first time in 90 years with an important invitation to “Close the tap”. It Will become a vehicle to generate disruption at point of sale and a constant message awareness in the bathroom, the place where we could make the difference.

A new sku was created, special edition “close the tap” that would become the main medium to deliver the campaign Message. With a print run of 20.000 packages, distributed in a coordinated way among the 12 most important cities, covering the entire national territory through the most important supermarket: Éxito. The product was on exhibition for 1 week during the Water World day celebration.

There is a calculation that the 20.000 packs generated up to 5’400.000 home impacts (3 daily in 3 family members for 1 month) reminding them to close the tap and motivating during that month to avoid wasting the water that up to 7M families could need to survive.

The “Close the tap” special edition had a 262% SELL OUT increase at the Éxito retail and an increase of 4 market share points during the activity.

The digital campaign reached 13 million people at a 50% cost of a regular media investment for the target objective, creating multiple reactions.