A new idea of sustainability for Colgate-Palmolive
After running several Save the Water campaigns in partnership with Amref, Colgate-Palmolive turned to The Ad Store to design and develop a new cross-category corporate campaign dedicated to sustainability. Run throughout 2020, the campaign was to focus on an important social issue and involve a relevant, high profile partner in Italy, with the objective of creating awareness on Colgate-Palmolive’s commitment towards environmental sustainability while concretely engaging consumers.
Seeking for the right insight
By listening to the target and analysing the segment we identified the trend topic that would better meet the objective of developing a hands-on initiative on an issue that would really appeal to consumers.
Our analysis, in fact, showed that 89% of Italians are particularly concerned about ocean protection. With this insight as a starting point, we led Colgate-Palmolive in the development of its “Clean Oceans Operation”. For its relevance, consistency and recognizability, we identified Lifegate as the best partner for Colgate-Palmolive, namely through its PlasticLess® initiative.
Clean Oceans Operation feat. Lifegate
The campaign was developed with an integrated purchase approach: from the POS, consumers land to a digital hub - operazionemarepulito.it - where they can select the geographical region and position the “Seabin”, a special Lifegate device that can collect up to 500kg of waste a year, including microplastics. The project, customised for Colgate-Palmolive, was entirely managed by our multidisciplinary team - from identifying the key concept to selecting the right partner, from adapting the concept to in-store applications up till designing and developing a dedicated web platform.