Dentists recommend brushing teeth twice a day. But in India we observed most people brush only once in the morning. We felt that by reminding them that they should brush after eating sweets they would have a positive disposition towards our brand. We used the same stick that the ice creams, candies and candy floss came on as our device. We tied up with popular vendors and modified the sticks to look like toothbrushes. As the sweets were consumed, the ‘toothbrush’ was gradually revealed along with the branding of Colo Dent and the line – “'Don’t forget to brush.”'

People were surprised by this clever reminder especially parents of little kids who saw the brand as their ally. Children even ended up collecting the different stick toothbrushes. The activation was reported in several media including local newspapers, magazines, radio (Radio Jockey mentions) and television. It ended up creating considerable buzz and free publicity equivalent to a Rs 40 lakhs campaign. As desired this resulted in a positive rub-off on the brand and Colo Dent became part of the consumers’ consideration set.