Colgate Is Running a Clever Upside-Down Snapchat Ad to Promote Water Conservation

The campaign coincides with World Water Day

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Snapchat will make $770 million in ad revenue this year, according to eMarketer’s updated forecast. That’s $30 million less than it projected in the fall of 2016. But it still represents a 157 percent year-over-year revenue increase for Snap, the app’s parent company that recently went public. 

So while there will be an increasing number of brands testing the mobile app’s Snap Ads, the 10-second, vertical videos that have sold on Snapchat’s API since October, one of the company’s challenges will be getting big brands to create custom content for that format. 

Colgate, though, is not one of them.

Led by Red Fuse, which is part of WPP and is Colgate-Palmolive’s dedicated agency, the toothpaste marketer is running a Snap Ad that features water in a bathroom sink flowing upward along with the following copy—but upside-down:

is all it takes to turn the faucet is all it takes to turn the faucet
Brush with a closed faucet Brush with a closed faucet
to save up to 4 gallons of water



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