LOLLYPOP

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Campaign
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TitleLOLLYPOP
ClientCOLGATE / PALMOLIVE(THAILAND)
Product / ServiceCOLGATE TOOTHBRUSH
CategoryB03. Best use of Ambient Advertising: Small Scale Special Solutions
3 of 3 Campaign
EntrantY&R THAILAND Bangkok, THAILAND
Entrant Company:Y&R THAILAND Bangkok, THAILAND
Advertising Agency:Y&R THAILAND Bangkok, THAILAND
2nd Advertising Agency:DENTSU YOUNG & RUBICAM Bangkok, THAILAND

Credits

Executive Creative DirectorMarcus Rebeschini
Creative DirectorNoppadol Utiswannakul/Shen Guan Tan
CopywriterChanissara Ngampan
Account ManagerJaime Prieto/Sanjay Bhasin/Ittawin Ngoenwichit/Natphon Pholsong
ProducerAmornmarn Rattanarakpinyo
Art DirectorKijchapon Patiwongphaisarn/Somchok Kunjaethong
PhotographerJasda Trivittayanuruk/Yoothana Sasanatiang
Other CreditsProduction House: Fiftyone

Execution

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, Lollypop and Cotton candy were given out. The stick carrying the Ice cream, Lollypops and Cotton candy carried a hidden message. Once consumers were done eating, the message printed on the tip of the stick shaped like a toothbrush revealed “Don’t Forget.” in English on one side and Thai on the other with the Colgate logo. This simple message effectively reminded consumers to brush their teeth.

English Translation of Main Headlines

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.