Coca-Cola is moving away from its high-minded "Open Happiness" campaign, which took on issues including cyber bullying, to focus more on marketing its product attributes. Is pro-social marketing on the wane?
If so, Colgate isn't going along. Its Super Bowl 50 ad, cut down and adapted from an existing 60-second spot, is far less about the product and much more about associating the brand with a responsible message about water wastage.
The original ad was created by Y&R Peru for the brand in Latin America.