Colgate had rolled out this print advertisement campaign in India to promote its Super-flexible toothbrush. The campaign seems to be deviating from its focus, as flexible part of the product has not been well outlined.
The campaign has more emphasized the product’s ability to fight plaque. The advertisements are showing giant shaped toothbrush and army men and martial arts experts are placed in place of the bristles of the toothbrush to depict its fighting ability.
One interpretation could be made that the flexibility aspect has been emphasized through showing men at the place of the bristles, the toothbrush still tilted in upward direction.
However, even then the main idea and the execution seem to be extremely weak. The presentation of the campaign is apparently not compelling and is unlikely to attract people’s attention. The product-benefit has not been presented in an effective way in the campaign. The punch line of the campaign reads, ‘Fights plaque. Colgate Superflexible’. The campaign was created by Rediffusion DYR, Bangalore, India.
Via Ads of the World
