Advertiser: COLGATE PALMOLIVE
Agency: ECO Y&R GUATEMALA
Category: Fast Moving Consumer Goods (not including food)
Advertising campaign: LAS PIÑATAS
Director General Creative: Alvaro del Cid (Eco Y&R Guatemala)
Vice President/Creative: Gustavo Castañeda (Eco Y&R Guatemala)
President: Eduardo Toriello (Eco Y&R Guatemala)
Creative Director: Miguel Colindres (Eco Y&R Guatemala)
Creative: Luis Valladares (Eco Y&R Guatemala)
Creative: Fernando Alegría (Eco Y&R Guatemala)
Accounts: Lisette Pérez (Eco Y&R Guatemala)
Digital: Fernando Grosjean (Eco Y&R Guatemala)
Producer: Sergio Amaya (Paraíso Films)
Outcome
Children were so delighted with their piñata experience with the Oral Care Sample Kits that parents started coming in to purchase the Piñatas that had samples inside for their own child’s party. The demand was so high that Colgate begun to register with distributors and permanently supply Oral Care Sample Kits in Piñata stores.
Client Brief Or Objective
We were asked to find a new way to reach children and distribute Colgate’s Oral Care Sample Kits.
Implementation
Piñatas are an integral part of Guatemalan children’s birthday parties, a perfect occasion to reach youngsters and their parents. We visited distributers and added Colgate’s Oral Care Sample Kits inside various Piñatas. When opened children could pick them up with the candy, providing an immediate solution for the cavity problem caused by sweets.
Relevancy
Children learn when they have fun; by supplying these kits and reaching children when they are enjoying themselves they’ll associate oral health and our product as a pleasant activity not a mandatory chore. Also, by including Oral Care Sample Kits along with the candy we provided an immediate solution to the cavity problems that are caused by sweets.