Colgate Squeezes to Get Kids Brushing

Y&R Vietnam’s creative innovation for Colgate toothpaste encourages kids to clean their teeth more frequently, and recently took home top honours in the Product Design category at AdFest 2014.

In their constant quest for ideas that make teeth-brushing more fun, Colgate-Palmolive and Y&R Vietnam teamed up to create the Colgate SqueeZee, a cute kit containing four screw-on nozzles.

Each nozzle, once screwed on, creates a different fun shape from the toothpaste squeezed through it. The four SqueeZee shapes: star, seashell, propeller & caterpillar, make brush-time fun for children, and easy for their parents. The initial trial run received a very positive response from children and parents alike.

“Getting young children to brush their teeth two or three times a day is never an easy task, so we wanted to actively involve kids in choosing and creating a shape, while encouraging them to brush more frequently of their own volition,” explained Tan Shen Huan, Executive Creative Director, Red Fuse Communications.

Added Matthew Collier, CEO Y&R Vietnam & Indochina, “Working together with Colgate-Palmolive on this project is a perfect example of Y&R being our client’s most important partner. Bringing home Y&R Vietnam’s first ever AdFest trophy, the highest award in its category and the country’s only win for 2014, was an added bonus and a credit to the agency team.”

Credits

Client: Colgate-Palmolive Asia Division

Client Regional: Rob Carter

Agency: Y&R Vietnam/ RedFuse Hong Kong

Agency Servicing: Caroline Slocombe, Dung La 

Red Fuse ECD: Tan Shen Guan

Y&R Vietnam ECD: Kit Ong

Copywriter: Ngoc Bui, Le Nguyen, Thao Nguyen 

Art Director: Huy Nguyen, Vuong Nguyen, Khoa Lam

Designer: Mita Vu

Producer: Kirby Ho