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Colgate
Water Sustainability

RAN IN: North America

CLIENT
Colgate-Palmolive

Marie-Agnes Daumas , Director, Shopper Marketing Center of Excellence, N.A.
Barry Roberts, Director, Retail Shopper Solutions, U.S.
Saurav Palit , Brand Manager
Kevin Jordan-Deen, Marketing Director
Susan Siao, National Brand Manager
Eric Zeitler , Albertsons/Safeway Team Lead

AGENCY
The Mars Agency *Lead Agency

Eric Haddad, Director, Retail Marketing Group
Beth Gross , VP, Retail Strategy
Jennifer Wooten , Manager, Retail Marketing Group
Jennifer Gottschalk, Associate Creative Director


Benchmark Marketing International


SUMMARY

The Save Water campaign was created by Colgate-Palmolive in partnership with Safeway/Albertsons to spark brand sales growth by leveraging our key insight that shoppers are willing to purchase and spend more on brands with a commitment to social causes.Through a highly impactful integrated campaign during a time when water conservation was socially relevant in drought-ridden Northern California, Safeway/Albertons experienced category growth. Colgate-Palmolive grewbrand market sharewith minimal discounts available in market.

CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: DIGITAL/INTERACTIVE Post;DIGITAL/INTERACTIVE Digital Video;PACKAGING During;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;SOCIAL MEDIA During

Audience: Mothers

Objectives: Increase awareness

Type: Business to Consumer

Classification: Regional

Language: English