Instead of giving away product samples, Ice cream, Lollypop and Cotton candy were given out. The stick carrying the Ice cream, Lollypop 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.

With a surprising message that comes at the right moment, consumers, especially kids, tend to memorize the message better and it will trigger them to take oral care right after their sweets consumption.