New York Ag Connection - Colgate Expands Global 'Make Every Drop of Water Count'

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Colgate Expands Global 'Make Every Drop of Water Count'
New York Ag Connection - 03/27/2017

With one in 10 people worldwide lacking access to clean water, raising awareness of the importance of conservation is more important than ever. To help shed light on global water shortages, Colgate-Palmolive Company will air its award winning 'Save Water' communication on World Water Day in over 70 countries as part of the company's global efforts to expand its #EveryDropCounts campaign.

Originally developed in 2014 to support Colgate's global sustainability commitment to "Making Every Drop of Water Count," the video communication illustrates how a seemingly small act, like turning off the faucet while brushing your teeth, can make a big difference. Since then, this message has been shared in countries around the world, including via an ad during Super Bowl 50 in the U.S., and has continued to gain consumer recognition in social media, where it has been viewed millions of times.

Colgate plans to further expand its campaign by adding the 'Save Water' message to packaging for its soaps and cleaning products. The "Save Water" message already appears on the Company's toothpaste and toothbrush packaging.

The company will also look to engage consumers online via social media as well as in store, partnering with key retailers around the world to educate shoppers about World Water Day and Colgate's 'Save Water' communications initiative.

Consumers are encouraged to celebrate World Water Day and show their support for water conservation by spreading the word on social media using the campaign hashtag, #EveryDropCounts.

Recognizing the responsibility businesses have in addressing the global issue of water security, Colgate has made water a global sustainability priority. Colgate's broader global 'Save Water' initiative began as part of the company's long-standing commitment to promoting water conservation awareness to all of its global consumers by 2020.

In 2015, Colgate was named to the inaugural CDP Water A List, one of only eight global companies recognized as corporate leaders in water conservation for having best-practice actions to manage water and mitigate water risk. Colgate again earned a spot on the exclusive list in 2016.

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