Close the tap

For the first time, Colgate changes its name on the packaging so that everyone remembers to close the tap while brushing their teeth.
We have always wanted people to avoid wasting water while brushing their teeth and for the first time in 90 years, we transformed our name into a reminder to "close the tap" and used our little box as a new medium that reaches 85% of the country's bathrooms. On World Water Day we launched a special edition through Colombia's largest supermarket chain to reach every bathroom, converting our packaging into Prime Time, Late Time, Early Time and All-Day ads. 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 1 month.