Wednesday, June 9, 2010

Don’t forget Colgate

Colgate gives out small product samples at annual events like “Oral Health Month” to its consumers, especially kids, to take better care of their teeth after eating sweets. This method does not drive strong results as most consumers tend to forget the message, even if they have collected the samples. Instead of giving away product samples, ice cream and cotton candy were given out. The stick carrying the ice cream and cotton candy carries a hidden message.Click to enlarge the creative ad / design
Click to enlarge the creative ad / design
Once the sweet is over a message printed on the tip of the stick shaped like a toothbrush is revealed which says “Don’t Forget” and has the Colgate logo. This simple message effectively reminded consumers to brush their teeth.
Encouraging kids to brush their teeth by giving out free sweets. Genius.
Colgate manages to enter the buying process of the product by creating a conducive mood to carry the message. It might have been even better if it was not handed out by Colgate but was done in tie up with a candy brand. The candy brand could have saved a few pennies and even got the goodwill of mothers by reminding the child to brush her teeth after eating sweets.
Advertising Agency: Y&R, Bangkok,Thailand
Executive Creative Director: Marcus Rebeschini
Creative Director: Noppadol Utiswannakul/Shen Guan Tan
Copywriter: Chanissara Ngampan
Art Director: Kijchapon Patiwongphaisarn/Somchok Kunjaethong