Colgate is known to gives out product samples at annual events such as “Oral Health Month” to target consumers, in this case the target consumers are kids. The product samples are there to remind kids to take better care of their teeth after eating sweets. As well as influence their parents to switch to a Colgate if ultimately possible.
Now this method does not bring useful marketing results as most consumers tend to forget the message and the brand. The consumer is not likely to remember the message or the brand even if they have grabbed a few samples. Instead of giving away product samples, ice cream and cotton candy were given out… with a surprise.
The supporting stick carrying the ice cream or cotton candy had a hidden message. Once eaten the message printed on the tip of the stick shaped like a toothbrush is exposed “Don’t Forget” with the Colgate logo.
Agency: Y&R Bangkok, Thailand
Executive Creative Director: Marcus Rebeschini, ShenGuan Tan
Creative Director: Noppadol Utiswannaku
Art Director: Kijchapon Patiwongphaisarn, Somchok Kunjaethong
Copywriter: Chanissara Ngampan
Agency Producer: Amornmarn Rattanarakpinyo
Account Service: Jaime Prieto, Sanjay Bhasin