(Source: http://everydropcounts.colgate.com/img/share-post1.jpg)

The Super Bowl is often thought of as a pinnacle for television advertisements. It is the best of the best. It is the big leagues. At Super Bowl 50, sustainability marketing had 30 seconds to shine during Colgate’s #everydropcounts campaign.

The takeaway message: turn off the tap while we brush our teeth. Four gallons of water can be wasted during this time which is enough for daily survival in other parts of the world.

What does this mean?

Sustainability marketing is real. In Corporate America there are concerns whether environmental sustainability has any place on a balance sheet. For the handful of companies who have pioneered in this field have received positive returns for shareholders. Having an environmental sustainability focus from one of the largest consumer goods brands in the world is validation that sustainability and business is not a paradox.

The message is intended for the masses. We know that an average 30 second spot can cost over $1 million and it guarantees 100 million+ American viewers. As far as a stereotype goes, one wouldn’t typically relate the average Super Bowl fan to messages of saving the planet…which is why this advertisement is perfect! Colgate could have created this video and slid it into onto the corporate social responsibility section of their website, but instead it chose to push it out on the forefront of its brand. This signals that everyone who uses their products should care about water consumption and not just the ones seeking the environmental impact reports. Additionally, it is worth noting that zero products were featured in the 30 seconds.

I am excited to follow Colgate’s marketing through the #everydropcounts campaign and see how far they take it in terms of advocating for reducing water consumption. As far as Panthers fans are concerned in the present, I’m sure there was a small increase in water from their pools of tears.

#shomthoughts

(Source: http://theinspirationroom.com/daily/print/2016/1/axe_find_your_magic.jpg). Click picture to watch the spot. 

Axe’s latest spot celebrating under appreciated forms of masculinity is a game changer and here are three #shomthoughts why:

1. It is still on brand.

The Find Your Magic spot is consistent with Axe’s previous advertisements promoting men to live with confidence through using their products. Where “Find Your Magic” deviates from the past is its push for self confidence for the underdogs, in contrast to the previous motives to exploit women. Through the slogan “Find Your Magic” Axe is still promoting their products bring confidence to attract romantic interests, but it doesn’t communicate this at a woman’s expense.

From a broader perspective, this new direction addresses the popular conversation regarding Unilever owning both Axe and Dove’s Real Beauty campaign. The shift in direction now holds Unilever true to its social mission, of growing as a company without damaging the current generation.

1. Socially sustainable.

Taking into account the broader definition of sustainability, social sustainability is a strategy that focuses on the social wellbeing of the current generation without hurting future generations. In Axe’s case, I consider their previous marketing socially unsustainable as it portrayed the message that if a male wasn’t pursuing woman they were not masculine. This can have severe consequences on viewers mental health, especially if they don’t identify with axe’s target demographic.

1. In 1:00 it managed to both redeem itself and push progressive boundaries.

In 60 seconds, Axe managed to both redeem itself from years of oppressive content AND become market leader with respect to pushing progressive content. The advertisement highlighted drag dancing, physical disabilities, homosexuality all in various body shapes and appearances. Very few advertisements across all industries address these social realities…let alone in the same 60 seconds.

Moving forward, I look forward to seeing where the future of Axe’s marketing lays and if this ad is the first of many socially sustainable messages to come.