Nudge for sweet teeth

Former research assistant Heidi Liu passes along link with this tidbit:

Colgate normally gives out small product samples at annual events like “Oral Health Month” to remind target consumers, especially kids, to take better care of their teeth after eating sweets. This method does not drive strong results as most consumers tend to forget the message, even if they have collected the samples. Instead of giving away product samples, ice cream and cotton candy were given out. The stick carrying the ice cream and cotton candy carries a hidden message. Once consumers are done the message printed on the tip of the stick shaped like a toothbrush reveals “Don’t Forget” with the Colgate logo. This simple message effectively reminded consumers to brush their teeth.

Picture of stick is here.



4 Responses to “Nudge for sweet teeth”

  1. Mark Harrison Says:

    Mmmm! Not sure about this one, follows in the same vein as cigarette packets with dire warnings and graphic images of diseased people parts. Be careful that you don’t reap what you nudge!

  2. Anonymous Says:

    What, “don’t forget to brush your teeth” is graphic/dire?? There aren’t any pictures of diseased teeth or anything. Seems innocuous to me.

  3. David Says:

    how did they figure out if this truly worked better or not, I wish a synopsis of their methods for measurment were available for some of these. Though I could see it work because I would simply take toothpaste sample and putit in my travel bag. Though with the sample I would for sure see the logo more down the road and this might influenceme more then.

    Also I think marketers need to get better at identifying who goes with the thing the saw recently, also grocery stores should have interactive advertisments as well.

  4. Essendon Dentist Says:

    seems a bit far fetched.

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