Shopper Marketing - July 2017 - 52
A roundup of social, local and mobile marketing activity at retail
Colgate-Palmolive won itself a Shopper Marketing Effie Award (as reported in
the June issue) for its "save water" campaign that urges consumers to turn off the
faucet when brushing their teeth - among other ways - to conserve water. Continuing the powerful and educational campaign, Colgate teamed with Olympian
Michael Phelps to launch a series of online videos. The short-form documentaries,
which can be found at EveryDropCounts.Colgate.com, highlight ways to save water, inform consumers about how much clean, drinkable water is wasted in a day,
and ask them to share over social networks the importance of water conservancy.
Phelps appears alone in the videos or with his family. The campaign uses the #EveryDropCounts hashtag.
y SHOPPER MARKETING JULY 2017