Colgate: Don’t forget, Lollipop

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

14 comments

ilovegreatads's picture
ilovegreatads
312 pencils

shine at the awards! this lollipop deserves a gong.

Guest's picture
Guest

better for a brand of toothbrush than toothpaste.

Guest's picture
Guest

Isn't Colgate a brand of both of it?

This idea is just so great.

The main target, that would be kids, will be straight exposed to the message, kids don't read flyer, nor does they read news, so, it a brilliant new media.

That's foreseen the future

Guest's picture
Guest
Guest's picture
Guest

This idea has already done the rounds at all the shows in 2009. So i guess this print ad is the copy version & the Colgate
is the original. The print ad states 2009.

sloantie's picture
sloantie
6 pencils
ilovegreatads's picture
ilovegreatads
312 pencils

sloantie, u have an encyclopedic memory.... how on earth did u fish that one out?

kylestebbins's picture
kylestebbins
77 pencils

i believe the link sloantie shared is just a print ad, not an actual application of the idea.

i do like the lollipop one much more than the ice cream bar. good work!

(though i do think it unlikely that the little girl would actually finish the lollipop all the way through to the end like depicted)

rolling.stone's picture
rolling.stone
2740 pencils

agree

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~ Quite obviously, I have gathered no moss ! ~

Guest's picture
Guest

absolutely creative

tamer samy's picture
tamer samy
683 pencils

excellent idea..

Guest's picture
Guest

Love it, it blows up the concept of multi-channel messaging integration wide open.
Paul Sewards
www.barkerdzp.com

WillyLatasa's picture
WillyLatasa
616 pencils

BRILLIANT!!!

"Bright ideas bring better results"

gmint7's picture
gmint7
2683 pencils

me like it.

9 star,

minus 1 cuz it's been done in print... credit goes to Sloantie...

:::J:::

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