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.

Since the launch of the campaign, we have seen positive results in the Colgate yearly brand tracking study. Additionally, initial research shows strong preference metrics among our current consumers, especially mothers with school going children. Spikes in “more conscious about their oral health” and “understanding the importance of having healthy teeth” have been observed in the study.In a marketing aspect, clients are also starting to see a growth in market share across Colgate’s oral care product lines, especially toothpaste and toothbrushes.

Any schools are now interested to participate in this campaign as it would bring positive benefits to their children.