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

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49 comments

ace85le's picture
ace85le
3939 pencils

Brilliant!

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Corbeen's picture
Corbeen
1088 pencils

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.

Guest's picture
Guest

i loved it

Guest's picture
Guest

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.

Guest's picture
Guest

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?

Guest's picture
Guest

It's just a creative idea, who doesn't eat ice cream? lol

Guest's picture
Guest

...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.

tanvir hassan raju's picture
tanvir hassan raju
419 pencils

yaap.but..who doesn't eat ice cream! lol...n they also made it with candy....so i think it will definitely work...

tanvir

Guest's picture
Guest

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

Creative Criminals's picture
Creative Criminals
54 pencils
Guest's picture
Guest

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

WillBuller's picture
WillBuller
88 pencils

fantastic.

+---------------------++++++

never stop exploring.

+---------------------------------------------------++++++

art.vs.commerce's picture
art.vs.commerce
566 pencils

excellent work

Guest's picture
Guest

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.

Jumo's picture
Jumo
592 pencils

Exact.

---
Jumo,
Art Director FP7 Morocco

Guest's picture
Guest

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!!!

doc's picture
doc
46 pencils

love it that´s more like it.

doc's picture
doc
46 pencils

the shots are funny. hmm chomp, ohhh, ahhhhh!!!!. you can just see the shoot.

Roshan Quintus's picture
Roshan Quintus
669 pencils

wow. brilliant

bite me

Rabubi's picture
Rabubi
560 pencils

Nice

Duncan Macleod's picture
Duncan Macleod
17 pencils

The Inspiration Room
www.theinspirationroom.com

Marlus Lau's picture
Marlus Lau
1807 pencils

This is cool.

rolling.stone's picture
rolling.stone
2740 pencils

excellent

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~ Quite obviously, I have gathered no moss ! ~

Wingnutt's picture
Wingnutt
6 pencils

cooool!

chocolate1362003's picture
chocolate1362003
7 pencils

so creative..:)

silvi's picture
silvi
4172 pencils

Respect.

Guest's picture
Guest

Oh wow, she is major cute!

Jess
www.privacy-stuff.be.tc

Guest's picture
Guest

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.

Guest's picture
Guest

Extra wood in the stick = less tasty tasty icecream!

WillyLatasa's picture
WillyLatasa
616 pencils

BRILLIANT!!!

"Bright ideas bring better results"

picktokyo's picture
picktokyo
1404 pencils

this marcus guy always does good work

Guest's picture
Guest

This is great.

Aphex's picture
Aphex
264 pencils

YEAH COLGATE!!!

"Si eres buen copy, presiona alt + F4"

tanvir hassan raju's picture
tanvir hassan raju
419 pencils

just love the campaign......

tanvir

Migzter13's picture
Migzter13
973 pencils

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).

Guest's picture
Guest

isn't it sending out the wrong message when an oral health care company gives out a sugar-filled product?

Guest's picture
Guest

muy buena idea !!!

mikris's picture
mikris
41 pencils

I like ice cream and this concept!

copylad's picture
copylad
120 pencils

great...
hats off..
am jealous

:)

20max01's picture
20max01
133 pencils

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!

AlexM's picture
AlexM
131 pencils

Love it. May the text should have been written in the opposite direction from the up down?

Sergey_Kolos's picture
Sergey_Kolos
10 pencils

Good if true. Anyway thanx for showing it to the world....

ccurtis's picture
ccurtis
39 pencils

Great targeting and very creative!

michelangelo's picture
michelangelo
660 pencils

Great idea... whether the ice cream company will produce such a product or not...

second_creator's picture
second_creator
754 pencils

i liked it

copywriter

feddy_boo179's picture
feddy_boo179
71 pencils

In my opinion, ice cream company could show that they really care for customer's health, especially oral health. Just like alcohol ads usually says: "drink responsibly" or "don't drink when driving".

Guest's picture
Guest

wow!

Guest's picture
Guest

really, REALLY COOL AND ORIGINAL.

andylefty's picture
andylefty
4537 pencils

That is awesome!!

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