Toothpaste. Inherently, it’s about as unromantic as a product can get. But Colgate is literally turning on the steam in a new in-hotel campaign designed to increase water conservation awareness. Will it heat up with audiences, or fizzle out? We take a look in The S3 Agency’s latest NJ Ad Campaign Report.
A Strong Reflection of Brand Activism
Colgate has actively been championing water conservation messaging for years. Now, the brand will reach guests staying at Azimut Hotels in Russia in a whole new way: on their bathroom mirrors. Post-shower hotel guests will be surprised and hopefully, delighted to find a steam-generated water-saving message: Every Drop Counts #savewatermirror, on their bathroom mirror. How does this “magic” happen? It’s pretty simple: a combination of an anti-condensation substance and waterproof markers.
This is a very clever way for Colgate to reach people at the moment that they can make a difference. The shower mirror message encourages their audience to make a difference through small steps. For example, take a shorter shower next time. Turn off the faucet while brushing teeth. Hang up the towels to be re-used instead of leaving them on the floor for housekeeping to launder. It’s definitely more effective than an easy-to-ignore paper card on the nightstand! On the downside, it also borders a bit on creepy. We’ve all seen the horror movies with disturbing mirror messages. That is one way for people to notice you!
Getting noticed is exactly what Colgate’s campaign is doing – check out #SaveWaterMirror to see guest selfies in front of their steamed-up mirrors. Another plus: the NJ Ad Campaign Report also appreciates that Colgate isn’t putting their logo on the mirrors. The brand seems to be genuinely concerned about effecting water conservation. Hopefully that authentic caring will tie to increased sales of their toothpaste tubes.
