Colgate: Don’t forget, Ice-cream
Don't forget
Colgate normally gives out small product samples at annual events like “Oral Health Month” to remind target 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. Once consumers are done the message printed on the tip of the stick shaped like a toothbrush reveals “Don’t Forget” with the Colgate logo. This simple message effectively reminded consumers to brush their teeth.
Advertising Agency: Y&R, Bangkok,Thailand
Executive Creative Director: Marcus Rebeschini
Creative Director: Noppadol Utiswannakul/Shen Guan Tan
Copywriter: Chanissara Ngampan
Account Director: Ittawin Ngoenwichit
Account Manager: Natphon Pholsong
Account Supervisors: Jaime Prieto, Sanjay Bhasin
Producer: Amornmarn Rattanarakpinyo
Art Directors: Kijchapon Patiwongphaisarn, Somchok Kunjaethong
Photographers: Jasda Trivittayanuruk, Yoothana Sasanatiang
Production House: Fiftyone Bangkok Company Ltd.
Agency Producer: Amornmarn Rattanarakpinyo
Comments
Brilliant!
"Everyone advertises products. Everyone directs creatives. Everyone services accounts."
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i wonder how u manage to put a commercial inside of a product? which ice cream brand is prepared for renting his product for an ad? nice if it is true.
i loved it
It's certainly not a good idea.
Imagine the customer doesn't eat the icecream, the message is completely absurd. Eventhough the fact that for the one that eats the icecream the ad works perfectly, I think that giving out flyers is much more effective, cheaper, and public-reaching.
Flyers are cheap and INeffective. They usually last for as long as it takes to the bin where they're usually thrown away..
Ads that stand out work more effectively IMO...what a better image than that of a toothbrush, right after eating the icecream?
'Eventhough the fact that for the one that eats the icecream the ad works perfectly'..... Well isnt it brillant how it targeted its market?
It's just a creative idea, who doesn't eat ice cream? lol
...And imagine the consumer doesn't drive by your billboard, or changes the channel before seeing your ad. Ah, dumbass! That does not make the message absurd of ineffective. Impactful, different, eye-catching advertising is WAY more effective than a flyer, which people are already used to seeing and will most likely throw away.
yaap.but..who doesn't eat ice cream! lol...n they also made it with candy....so i think it will definitely work...
tanvir
It is a very good ad, but it is old. It is the beginning of this year.
See it here - http://aegbr.blogspot.com/2009/02/colgate-dont-forget.html
I like the idea
http://www.creativecriminals.com
creative indeed , so we can put the same quote "don't forget" from colgate at the bottom of any tin contains sweets, also inside biscuits or chocolate packs with cadboury for instance
fantastic.
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never stop exploring.
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excellent work
There's no way an ice cream company would risk conveying the message that their product is bad for your teeth.
Nice idea though, too bad its a scam.
Exact.
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Jumo,
Art Director FP7 Morocco
did u guys read the article or just look at the picture... it wasnt an ad. they gave away ice cream at a convention and used the stick inside to convey their message... its not like they are paying an ice cream company for this... colgate gave the ice cream away!!!
love it that´s more like it.
the shots are funny. hmm chomp, ohhh, ahhhhh!!!!. you can just see the shoot.
wow. brilliant
bite me
Nice
It certainly has the 'cute' factor.
http://theinspirationroom.com/daily/2009/colgate-ice-cream-and-candy/
The Inspiration Room
www.theinspirationroom.com
This is cool.
excellent
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~ Quite obviously, I have gathered no moss ! ~
cooool!
so creative..:)
Respect.
Oh wow, she is major cute!
Jess
www.privacy-stuff.be.tc
The more you brush the more fluoride you get to numb your brains. This is not at all a good thing unless you use toothpaste that is fluoride free.
Extra wood in the stick = less tasty tasty icecream!
BRILLIANT!!!
"Bright ideas bring better results"
this marcus guy always does good work
This is great.
YEAH COLGATE!!!
"Si eres buen copy, presiona alt + F4"
just love the campaign......
tanvir
yeah! now this is an effective reminder:D
great stuff:D
Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).
isn't it sending out the wrong message when an oral health care company gives out a sugar-filled product?
muy buena idea !!!
I like ice cream and this concept!
great...
hats off..
am jealous
:)
I really like like this concept. The message hits people right at the moment when they should be thinking about brushing their teeth - very effective. Well done!
Love it. May the text should have been written in the opposite direction from the up down?
Alex Maxim Fashion Photographer Toronto, Canada | Art Prints
Good if true. Anyway thanx for showing it to the world....
Great targeting and very creative!