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
Advertiser’s Supervisor: Ittawin Ngoenwichit (Account Director)
Account Manager: Natphon Pholsong
Account Supervisor: Jaime Prieto/Sanjay Bhasin/
Producer: Amornmarn Rattanarakpinyo
Art Director: Kijchapon Patiwongphaisarn/Somchok Kunjaethong
Photographer: Jasda Trivittayanuruk/Yoothana Sasanatiang
Production House: Fiftyone Bangkok Company Ltd.
Agency Producer: Amornmarn Rattanarakpinyo
