Home Experiential Marketing Colgate experiences tackle water waste in Russia with the Save Water Mirror
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Colgate experiences tackle water waste in Russia with the Save Water Mirror


Established dental care brand Colgate collaborated with Russian hotel chain AZIMUT to deliver a finely-targeted experiential campaign with a simple message: make a big difference for a small change.

The educational ‘Every Drop Counts’ campaign made clever use of bathroom mirrors at AZIMUT hotels across Russia.

Colgate used anti-condensation substances and waterproof markers to write a multitude of campaign messages on mirrors throughout AZIMUT’s chain, which would only appear if a room steamed up to a sufficient – and unnecessary – level through excessive water use.

The stunt forms part of Colgate’s much wider drive to influence and change attitudes towards water waste, starting with the simplest of actions: making sure the faucet is switched off when brushing teeth.

So far, the brand claims that over 45,000 people have spread the word with #EveryDropCounts – no doubt helped along the way by Olympian Michael Phelps and other key social influencers – which equates to a saving of 364,440 gallons of water every day from people pledging to think twice about water and turn off the tap when it’s not needed.

If you have questions about experiential marketing contact BeCore today!

Kelly Vaught Kelly is the Chief Editor at Experiential Marketing News.