Another recent campaign that caught my eye (or teeth) is #BrushTonight by Colgate.
Full disclosure – while I initially adored the campaign, this post is now brought to you by my yesterday's dentist visit and the looming threat of a root canal. Cheers to irony!
We Indians love our sweets and we love them at night. And the truth be told, while enjoying that rasmalai or choco chip ice cream, we worry about their impact on the weighing scale but never about increasing the workload for the tooth fairy.
Colgate turned this insight into a campaign.
For me, campaigns like these have the ability and power to positively change consumer behaviour. Just like the iconic Cadbury's "Khane Ke Baad Kuch Meetha Ho Jaye," or Manyavar's "Shaadi Hai, Tayyar Ho Kar Aaiye," these campaigns have the power not only to elevate a brand but also to transform entire market categories.
Now the question is: will Colgate take this campaign to the next level? I would love to see them partner with local mithaiwalas, ice cream parlors, or cake shops – imagine a witty poster strategically positioned at the exit -meethe ke baad kuch brush ho jaye ;).
I believe the atomic habit of brushing at night will take time, energy, and multiple campaigns - perseverance will be key here for the brand.
A throwback to when Rajnish Rawat shared his thoughts with BrandWagon FinancialExpress for their 'On The Spot' series where he talks about his admiration for Acko's Ad campaign.
Financial Express (India)
#SocialPill
VP R&D ClickShare and weConnect at Barco
8moMan, really 😅