Colgate-Palmolive

Joanne Murphy, Director of Shopper Marketing, U.S.
Jairo Garcia, Shopper Marketing Director, Walmart Team
Michael Dinerman, Associate Shopper Development Manager - Walmart
Patrick Rohlwing, Customer Development Director, Walmart

Geometry *Lead Agency

Erin O'Malley, Senior Vice President
Zach Pfeil, Account Supervisor

Red Fuse Communications *Lead Agency

Caitlin Biskup, Associate Account Director
Aleya Brahmachary, Group Account Director

WestRock

Karen Clark, Account Executive

Burson Cohn & Wolfe

Liz Beck, Executive Vice President

Colgate needed to capture the attention of Walmart customers shopping for toothpaste on autopilot and convince them to buy higher margin products. In 2016, Walmart had launched Project Gigaton, inviting suppliers to join them in reducing greenhouse emissions by 1 Gigaton by 2030. Colgate embraced this challenge and offered value-focused Walmart shoppers a way to help the environment without paying extra: turning off the tap while brushing their teeth. The campaign resulted in a sales growth for premium Colgate products and saved up to 1.2 billion gallons of water.