This Superbowl ad about Colgate toothpaste aims to show consumers who keep the tap on while brushing how much water they really waste. I think Colgate has taken a different “sustainability” route with this ad, since they are trying to change what customers do with their product rather than highlighting the product characteristics themselves. Obviously, Colgate realizes the negative externalities associated with this specific product and feels the need to address them.
I did feel moved by this ad- mostly because I am guilty of leaving the tap on when I brush my teeth. Honestly, it has become a habit and although I do know the damage I am causing, I definitely needed a reminder. I’m sure this is probably similar to most people who waste water or perform other wasteful actions. It takes a (sometimes shocking) message to actually change behaviour or begin a conversation. I do have a potential question for the ad though- I wonder how successful this message will actually be in reducing water waste? Making consumers feel guilt can definitely work in behavioural change, but might have limited effect on some, causing them to continue the behaviour and feel guilty at the same time. On the other hand, this is a very simple behaviour change (just turn off the tap!) which might be easily accomplished by guilt.
Since this ad only focused on being consumers being sustainable while using a Colgate-Palmolive product, I decided to find out if the company has many sustainable policies/practices/products. I was pleasantly surprised to learn how great the company is at sustainability, boasting awards and recognition in many different areas. From being named to 2014/2015 Dow Jones Sustainability North America Index to being ranked as one of the Best Global Green Brands in 2014, Colgate is definitely a business leader in sustainability.
Braelyn Fedun
February 1, 2016 — 7:46 pm
I am so guilty of running the tap when I brush my teeth too – this was the reminder that I needed, thanks for sharing! I feel like more ads should be created like this – so many consumers would relate to this ad, and it creates great awareness. I think it’s little changes in everyday habits that will lead to more a sustainable environment overall! Great post Alexia!
Pablo Serrano
February 11, 2016 — 4:57 pm
A Superbowl commercial is extremely expensive and it gives big companies like Colgate the chance to announce themselves and their products to millions of viewers around the world. But Colgate did something unusual and, in my opinion, really brave too. The company used the 60s they had during the halftime to educate people and show us how to properly use their product.
Taking a different sustainability route with this ad, as you said Alexia, is from my point of view something Colgate can be very proud of. On the other hand, Colgate encouraging consumers to use less water while brushing their teeth doesn’t affect their announced product: toothpaste. If using less water implied using less toothpaste would they show the same ad?