Colgate realized something: when most people brush their teeth, they leave the faucet running. Leaving the water running while brushing wastes up to 4 gallons of water every time (enough water to fuel you for 8 SoulCycle classes), and as an oral care brand we knew it was our responsibility to spread a message of conservation.

We launched with a Brushing Service Announcement™ from Colgate and a guy who knows a thing or two about water: Michael Phelps.