Colgate presents ‘Close the Tap’ campaign on World Water Day

For the first time, Colgate changes its name on the packaging so that everyone remembers to ‘Close the Tap’ while brushing their teeth.

Colgate always wanted people to avoid wasting water while brushing their teeth, and for the first time in 90 years, they transformed their name into a reminder to “Close the Tap” and used their little box as a new medium that reaches 85% of the country’s bathrooms.

On World Water Day, they launched a special edition through Colombia’s largest supermarket chain to reach every bathroom, converting their packaging into Prime Time, Late Time, Early Time, and All-Day ads.

‘Close the Tap’ is a medium that inspires thousands in 12 cities and impacts millions as they brush while avoiding the waste of water that 1 million people need to live for one month.

Credits
Brand: Colgate
Agency: Geometry Colombia
VP creativo: Edwin Pineda
Director creativo general: Leo Gómez
Directora general de cuentas: Marcela Jiménez
VP de producción: Camilo Afanador
Directores creativos: Mauricio Montaño y Carlos Urrutia
Directores de arte: Oscar Flores, Gonzalo Gallego y Juan Cañas
Directoras de cuentas: Carol Gómez y Claudia Alvarado
CGI: Edward Vargas
Edición y producción: Juan Ospina, Maria Vásquez, Cindy Triviño y Juan Méndez
CEO: Xavier Serrano
CEO Latam: Germán Yunes
CCO Global: Manuel Bordé