For the first time in its brand history, Colgate® will enter the big game arena and emerge onto the world's stage with its 30-second video "Save Water." The meaningful video will air near the two-minute warning, and will encourage viewers to turn off the faucet while brushing their teeth. On average, Canadians who leave the water running while brushing their teeth waste up to 15 litres of water. In light of global water shortages, "Save Water" serves as a reminder that #EveryDropCounts.
"For Colgate, water is such an intimate part of the brand experience," said Scott Campbell, General Manager, Integrated Marketing Communications, North America at Colgate-Palmolive Company. "We want to do our part to encourage consumers to get involved in our global effort to conserve water, especially when brushing their teeth."
Since 2013, Colgate has promoted water conservation awareness to almost one billion people with reminders on its packaging, in retail stores and through its "Bright Smiles, Bright Futures" program. With a presence in over 200 countries and territories, most of which are part of the emerging world, Colgate is committed to driving a global reduction in water waste across regions. In a world where water is becoming a scarcity, Colgate knows it's important to start somewhere, and raising awareness for something as simple as turning off the faucet while brushing your teeth can make a big difference.
In addition to the Save Water video that will be airing during the big game, Colgate has partnered with University of Michigan Head Coach Jim Harbaugh. As the former San Francisco 49'ers head coach and California resident, Harbaugh and his family have firsthand experience living with water shortages and understand the importance of saving water.
"As a father of six, I know how long the water stays on when our family brushes their teeth," said Jim Harbaugh,University of Michigan Head Coach. "Having lived in California, I also know the impact a water shortage can have, making this pledge that much more important to me."
Everyone can join Colgate and Harbaugh in making a difference by turning off the faucet while brushing their teeth. To make a personal pledge to save water, use #EveryDropCounts or visit Colgate.com/everydropcounts. Each pledge signifies 15 litres of water being saved.