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Don’t forget, Ice-cream

Campaign
Agency Network: 
Published/Aired: 
November 2009

Description

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.

Production House: Fiftyone Bangkok Company Ltd.

Direct advertisement created by Y&R, Thailand for Colgate, within the category: Health.

Caption

Don't forget

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
Agency Producer: Amornmarn Rattanarakpinyo
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Highest Rated

ace85le's picture

Brilliant!

ace85le
Activity Score 3935
Marketing Manager |

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www.scorchidentity.com

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ace85le's picture

Brilliant!

ace85le
Activity Score 3935
Marketing Manager |

-------------------------------

www.scorchidentity.com

Brand Design | Logo Design | Brochure Design | Website Design | Branding Packages

Corbeen's picture

i wonder how u manage to put a commercial inside of a product? which ice cream brand is prepared for renting his product for an ad? nice if it is true.

Corbeen
Activity Score 1093
Guest's picture

i loved it

Guest
Guest's picture

It's certainly not a good idea.
Imagine the customer doesn't eat the icecream, the message is completely absurd. Eventhough the fact that for the one that eats the icecream the ad works perfectly, I think that giving out flyers is much more effective, cheaper, and public-reaching.

Guest
Guest's picture

Flyers are cheap and INeffective. They usually last for as long as it takes to the bin where they're usually thrown away..
Ads that stand out work more effectively IMO...what a better image than that of a toothbrush, right after eating the icecream?

'Eventhough the fact that for the one that eats the icecream the ad works perfectly'..... Well isnt it brillant how it targeted its market?

Guest
Guest's picture

It's just a creative idea, who doesn't eat ice cream? lol

Guest
Guest's picture

...And imagine the consumer doesn't drive by your billboard, or changes the channel before seeing your ad. Ah, dumbass! That does not make the message absurd of ineffective. Impactful, different, eye-catching advertising is WAY more effective than a flyer, which people are already used to seeing and will most likely throw away.

Guest
tanvir hassan raju's picture

yaap.but..who doesn't eat ice cream! lol...n they also made it with candy....so i think it will definitely work...

tanvir hassan raju
Activity Score 419
Animation Director, Nayantara Communication, Asiatic MCL, a co-producer of sesame street NY, Bangladesh |

tanvir

Guest's picture

It is a very good ad, but it is old. It is the beginning of this year.

See it here - http://aegbr.blogspot.com/2009/02/colgate-dont-forget.html

Guest
Creative Criminals's picture
Creative Criminals
Activity Score 54
Guest's picture

creative indeed , so we can put the same quote "don't forget" from colgate at the bottom of any tin contains sweets, also inside biscuits or chocolate packs with cadboury for instance

Guest
WillBuller's picture

fantastic.

WillBuller
Activity Score 88
Art Director at URBAN FINCH - Lincoln, Ne |

+---------------------++++++

never stop exploring.

+---------------------------------------------------++++++

art.vs.commerce's picture

excellent work

art.vs.commerce
Activity Score 566
Art Director
Guest's picture

There's no way an ice cream company would risk conveying the message that their product is bad for your teeth.

Nice idea though, too bad its a scam.

Guest
Jumo's picture

Exact.

Jumo
Activity Score 592
Art Director |

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Jumo,
Art Director FP7 Morocco

Guest's picture

did u guys read the article or just look at the picture... it wasnt an ad. they gave away ice cream at a convention and used the stick inside to convey their message... its not like they are paying an ice cream company for this... colgate gave the ice cream away!!!

Guest
doc's picture

love it that´s more like it.

doc
Activity Score 46
doc's picture

the shots are funny. hmm chomp, ohhh, ahhhhh!!!!. you can just see the shoot.

doc
Activity Score 46
Roshan Quintus's picture

wow. brilliant

Roshan Quintus
Activity Score 667
Saatchi & Saatchi - Sri Lanka |

bite me

Rabubi's picture

Nice

Rabubi
Activity Score 560
Copywriter
Duncan Macleod's picture
Duncan Macleod
Activity Score 17
Editor at The Inspiration Room |

The Inspiration Room
www.theinspirationroom.com

Marlus Lau's picture

This is cool.

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
rolling.stone's picture

excellent

rolling.stone
Activity Score 2741
Copywriter at Delhi , India |

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~ Quite obviously, I have gathered no moss ! ~

Wingnutt's picture

cooool!

Wingnutt
Activity Score 6
Planner
chocolate1362003's picture

so creative..:)

chocolate1362003
Activity Score 7
silvi's picture

Respect.

silvi
Activity Score 4172
Copywriter
Guest's picture

Oh wow, she is major cute!

Jess
www.privacy-stuff.be.tc

Guest
Guest's picture

The more you brush the more fluoride you get to numb your brains. This is not at all a good thing unless you use toothpaste that is fluoride free.

Guest
Guest's picture

Extra wood in the stick = less tasty tasty icecream!

Guest
WillyLatasa's picture

BRILLIANT!!!

WillyLatasa
Activity Score 616
Art Director at Sinus.la |

"Bright ideas bring better results"

picktokyo's picture

this marcus guy always does good work

picktokyo
Activity Score 1404
Copywriter at JWT
Guest's picture

This is great.

Guest
Aphex's picture

YEAH COLGATE!!!

Aphex
Activity Score 264
Copywriter |

"Si eres buen copy, presiona alt + F4"

tanvir hassan raju's picture

just love the campaign......

tanvir hassan raju
Activity Score 419
Animation Director, Nayantara Communication, Asiatic MCL, a co-producer of sesame street NY, Bangladesh |

tanvir

Migzter13's picture

yeah! now this is an effective reminder:D

great stuff:D

Migzter13
Activity Score 973
Graphic Designer at De La Salle University, Manila |

Stop Mediocrity. Start Creativity.
There are two kinds of people in the world; people who like mustangs (cool people) and people who like camaros (idiots).

Guest's picture

isn't it sending out the wrong message when an oral health care company gives out a sugar-filled product?

Guest
Guest's picture

muy buena idea !!!

Guest
mikris's picture

I like ice cream and this concept!

mikris
Activity Score 41
Creative Director at SeventhStreet
copylad's picture

great...
hats off..
am jealous

:)

copylad
Activity Score 121
Copywriter
20max01's picture

I really like like this concept. The message hits people right at the moment when they should be thinking about brushing their teeth - very effective. Well done!

20max01
Activity Score 133
Art Director at Miami Ad School San Francisco
AlexM's picture

Love it. May the text should have been written in the opposite direction from the up down?

AlexM
Activity Score 131
Photographer at Photographer |

High-end Photo Retoucher | Stock photo archive

Sergey_Kolos's picture

Good if true. Anyway thanx for showing it to the world....

Sergey_Kolos
Activity Score 10
Copywriter at Linea12/etc
ccurtis's picture

Great targeting and very creative!

ccurtis
Activity Score 39
michelangelo's picture

Great idea... whether the ice cream company will produce such a product or not...

michelangelo
Activity Score 660
second_creator's picture

i liked it

second_creator
Activity Score 754
Copywriter |

copywriter

feddy_boo179's picture

In my opinion, ice cream company could show that they really care for customer's health, especially oral health. Just like alcohol ads usually says: "drink responsibly" or "don't drink when driving".

feddy_boo179
Activity Score 71
Guest's picture

wow!

Guest
Guest's picture

really, REALLY COOL AND ORIGINAL.

Guest
andylefty's picture

That is awesome!!

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
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