Colgate Print PARSLEY WITH COLGATE DENTAL FLOSS by Y&R Istanbul

Adsarchive » Print ads » Colgate » PARSLEY WITH COLGATE DENTAL FLOSS

PARSLEY WITH COLGATE DENTAL FLOSS

Pin to Collection
Add a note
Industry Oral Hygiene
Media Print, Magazine & Newspaper
Market Turkey
Agency Y&R Istanbul
Executive Creative Director Ozan Varisli
Creative Director Ergin Koyluceli
Art Director Efsun Gunes
Copywriter Ümit Şen
Producer Orhan Ozkirim
Strategic Planner İnci Bircan
Released March 2012

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: COLGATE-PALMOLIVE
Product/Service: COLGATE DENTAL FLOSS
Agency: Y&R ISTANBUL
Executive Creative Director: Ozan Varisli (Y & R Reklamevi)
Creative Director: Ergin Köylüceli (Y & R Reklamevi)
Art Director: Efsun Gunes (Y & R Reklamevi)
Copywriter: Umit Sen (Y & R Reklamevi)
Brand Team Director: Vanessa Taragano (Y & R Reklamevi)
Brand Team Director: Elif Azakli Araz (Y & R Reklamevi)
Brand Manager: İpek Hazneci (Y & R Reklamevi)
Producer: Orhan Ozkirim (Y & R Reklamevi)
Head Of Planning: Bediz Eker (Y & R Reklamevi)
Strategic Planner: İnci Bircan (Y & R Reklamevi)
Media placement: instore - grocery - 26 March 2012

Describe the objective of the promotion.
To communicate the product benefit in engaging and effective way.

Describe how the promotion developed from concept to implementation.
We needed to show the product itself as well as communicating the benefit. But we already had the experience that the consumers had no interest in the product while sampling. They were literally passing by without taking the free samples. So we came up with an idea to ensure to get into their home. Parsley was a sure item to be in their shopping list as it is used in 90% of the Turkish dishes. And it was a perfect fit to in order communicate our product benefit. That is the reason we decided to tie them together.

Explain why the method of promotion was most relevant to the product or service.
Due to its common usage in Turkish dishes parsley is the most likely food item to be stuck in between Turkish consumers’ teeth. The 'parsley in between the teeth' situation was already established in popular culture via jokes, movies and comics. The aim was to use this established situation as a short-cut to underline the product benefit.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign got big attention from consumers. It came as a surprise as they wouldn’t expect to see such a campaign in the greengrocery section, resulting in positive reactions, laughs and sparing extra time to examine the product.

We don’t know if the dental floss will become indispensable for their life-time but one thing for sure is that every time they have parsley remains between their teeth, they will remember Colgate dental floss.