Colgate: LAS PIÑATAS

Credits & Description:

Advertiser: COLGATE PALMOLIVE
Agency: ECO Y&R GUATEMALA
Category: Small Scale Special Solutions
Advertising campaign: LAS PIÑATAS
Photographer: Alvaro Del Cid
Copywriter: Camila Castañeda
Chief Creative Officer: Gustavo Castañeda
Account Supervisor: Lisette Pérez
Other Credits: Sergio Amaya
Executive Creative Director: Alvaro Del Cid
Chief Creative Officer: Eduardo Toriello
Art Director: Miguel Colindres
Account Supervisor: Fernando Alegría
Other Credits: Fernando Alegría
Creative Director: Miguel Colindres
Photographer: Miguel Colindres
Producer: Paraíso Films

Translation
Las Piñatas, children learn when they have fun!. Colgate (Oral Care Sample Kits).

Ambient Execution Description
http://pinatasproject.comINSIGHTColgate has always believed in promoting oral health, providing yearly events like Oral Health Month, conferences, working with Operation Smiles and more.  We were asked to find a new way to reach children and distribute their Oral Care Sample Kits. IDEAFilled with delight 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. During the parties when the piñatas were opened and children rushed to pick up the spoils they’d not only find candy, but also the solution to keep their teeth healthy from all the cavity prone sweets about to be consumed.  RESULTS1000 Piñatas containing 3,000 Colgate Oral Care Sample Kits were sold in the first week. Parents delighted from their children’s experiences with the Samples, and started coming in to purchase the Piñatas that had Sample inside for their own child’s party. The demand was so high Colgate has begun register and permanently supply Oral Care Sample Kits in Piñata stores.