Colgate Palmolive in Thailand has started giving out ice creams and candy at annual events like Oral Health Month to remind target consumers, especially kids, to take better care of their teeth after eating sweets. The stick carrying the ice cream and cotton candy carries a hidden message. Once consumers have finished eating, 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. It’s a change from the usual product samples that may or may not be used.
The Ice Cream and Candy campaign was designed at Y&R Bangkok,Thailand, by executive creative directors Marcus Rebeschini and ShenGuan Tan, creative director Noppadol Utiswannaku, art directors Kijchapon Patiwongphaisarn, Somchok Kunjaethong, copywriter Chanissara Ngampan, agency producer Amornmarn Rattanarakpinyo, and account team Jaime Prieto and Sanjay Bhasin.