(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
Since the Super Bowl it seems that everyone is talking about the Colgate’s advertisement. In the first place, I completely agree with you. It proves that there is a relationship between sustainability and business, and companies can benefit from that. Secondly, I think that it is brave that Colgate has decided to launch this spot during the Super Bowl. Not many companies would have taken this risk and the majority would have stuck to the traditional advertisements. However, I believe that this campaign is not only good for the cause, but also for Colgate. The word of mouth and the viral effect of the spot has been incredible. Everyone knows about it and role of Colgate in the reduction of water consumption is not forgotten. In conclusion, I think that Colgate has been extremely intelligent and effective with this sustainable marketing campaign.
Ah this commercial is one of my favourites, thanks for sharing Shomas! Like yourself, I am also excited to see what Colgate does next. I know they have received several awards in regards to sustainability and ethics. Check out this link: http://www.colgate.com/Colgate/US/Corp_v2/LivingOurValues/Sustainability_v2/Colgate_Sustainability_Awards_Recognition_2015.pdf – it’s pretty incredible what they have achieved so far!
It is definitely strange and also great the impulse that sustainability is having. The fact that such a big event like the Superbowl had a big company do this promotion is very good. Companies are now reaching out to new customer segments. However, sustainability is a very touchy topic when you think about WHY companies commit to it. There is currently a tendency to expect sustainable practices, therefore many companies have become a little more carrying about their sustainable operations. Furthermore, companies have finally noticed that there is a financial advantage for not wasting as much product as it normally is.
I guess my point is that, some companies commit to sustainability for very corporate reasons, which goes against the point of sustainability. Some companies are free riders of the sustainability movement rather than be sustainable. I hope Colgates case is different, and i hope to see new proposals form the company.