Clean oceans operation

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.

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.

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.