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.
Advertiser: Colgate-Palmolive Company
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
The Ambient Advert titled Don't forget was done by Dentsu Y&R Bangkok advertising agency for brand: Colgate in Thailand. It was released in the Feb 2009.