To move "ColoDent" toothpaste into the consumers consideration set of toothpaste brands. Apart from mainstream advertising, we needed strong support through ground level activities to achieve them.
Dentists recommended brushing teeth twice a day. But in India we observed most people brush only once in the morning. It is also a well known fact that sweets are one of the prime causes of tooth decay. Yet people especially kids, indulge in them uninhibitedly. Therefore we decided to use the sweets as a medium to remind people about brushing their teeth. The device used was the stick that the ice creams, candies and candy floss come on. 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 Colodent and the line- "Don't forget to brush"
People were surprised by this clever reminder. Most kids even collected the different types of "toothbrushes"and showed them of to their parents. As desired this resulted in a positive rub-off on the brand and ColoDent became part of the consumers consideration set. the activity also created buzz and appeared across various media. We got free publicity woth Rs 3.5 million through this activity.