Gum disease and cavities can be avoided by practicing good oral hygiene, which includes routine brushing and dental examinations. If these disorders are not treated, they may result in more serious health issues. The immediate effect that proper dental care has on general health is one of its main benefits.
Colgate continuously emphasizes the value of proper dental hygiene and has been at the forefront of advocating for efficient oral hygiene practices for decades. The company sells a variety of goods, such as mouth rinses, toothbrushes, and toothpaste, that are made to satisfy different dental requirements.
According to a World Health Organisation (WHO), assessment available to BrandSpur digital news platform, oral disorders impacts nearly half of the world’s population (4.5 billion people, or 45%), with three out of four afflicted individuals residing in low- and middle-income nations. Perhaps Colgate’s goal is to inform the audience and offer a long-term remedy for this preventable social threat.
Toothpaste’s carefully planned educational brand task used the Big Brother House spotlight to encourage proper dental hygiene. The purpose of the Colgate task, which was conducted during the sixth week of the reality TV program, was to demonstrate the value of adopting a good oral hygiene habit and to encourage oral care by using Colgate toothpaste and brushes.
The no-loose-guard housemates were split up into pairs, showcasing the distinctive features of the Colgate brand as well as the catchphrase from its recently released TV ad, “Let’s Have a Talk.” The groups are called Team Yanga Smiles, Team Bright Smile, Team Fresh Breath, Team Zero Cavity, Team Strong Teeth, and Team Gum Protection. The roommates received a box filled with Colgate products and cards with dental hygiene advice before the games. After brushing their teeth using Colgate toothpaste, they were to review the card’s oral hygiene advice. There were three game segments in the challenge.
The first was a quiz game that assessed the housemates’ knowledge of various dental hygiene and care topics. The monkey bar game came in third, followed by the mending a smile came in second. In the quiz game, one team member read the questions aloud while the other responded. The housemates received 10 points for each right response and 5 points for each incorrect response. Teams were given three minutes to try twenty questions.
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The second game, Fixing a Smile, lasted two minutes and was designed to gauge the housemates’ speed and communication abilities. On board, the housemates were given a caricature visage. While one pair of members stood in front of the board to offer direction, the other moved behind it to use the cut piece of cardboard paper to correct the smile. Ten points were awarded to the couple that made the right correction in the allotted time.
The monkey bar game was the name of the third game. The housemates had to work together during the entire game’s events. Every roadway has a score assigned to it along with instructions. Gum Drive, Tongue Lane, Jaw Street, and Fresh Breath Avenue were some of the names given to the street. The housemates started the game by taking a big toothbrush through a cavity step and then moving through the puzzle area without going on the designated path. Then, without hitting the ground, the roommates swung through the obstacle after climbing through the monkey box. After getting Colgate toothpaste out of a machine and brushing an image’s teeth with germs, the housemates moved away so that their time could be recorded.
Team Fresh Breath, which included Sooj and Chizoba, won the Colgate brand task after the competition. In addition to the BBNaija job, the company offers resources to communities and schools through programs like the Colgate Oral Care program, which teaches kids and families the value of routine dental checkups and correct brushing habits. Over 1.5 billion children in more than 100 countries have benefited from oral hygiene instruction and resources for more than 30 years thanks to the Colgate Bright Smiles, Bright Futures program.
The program has made it possible for kids to develop good dental hygiene practices at a young age and protect their health in the future by implementing this project. Over the past two months or so, Colgate’s most recent ad campaign, “Na to do Yanga with your Smile,” which was heavily featured on the most recent BBN show, has continuously stood out as a creative and innovative endeavour that successfully cuts through the competition and makes an impression on viewers all over Nigeria. According to a 2015 Microsoft study, the average human attention span has decreased to just 8 seconds, which is less than that of a goldfish (a startling 8.25 seconds). Despite this, Colgate’s TV commercial commands viewers’ full attention from beginning to end. Princewill Akuma, a digital marketing expert, commented on the commercial on LinkedIn, and the opening quote only scratches the surface of the creativity and innovation that have gone into this incredible commercial.
“Let’s Have A Talk” adopts a daring and pleasantly novel approach to oral care advertising, departing from the conventional mold that frequently depends on cliched clichés like flawless grins, foul breath scenarios, or professional recommendations.
The commercial places children in the centre, with their contagious smiles, gorgeous toothy grins, and charming milk tooth gaps as the main selling pitch, rather than models with perfect teeth. Viewers are introduced to a diverse cast of twelve youngsters in the TVC, each of them has a distinct message conveyed in a way that skilfully combines childlike charm with adult terminology. Children in a variety of environments were featured throughout the one-minute TV commercial, underscoring the universality of their message and the significance of dental hygiene in daily life.
These child oral health ambassadors were always present, whether at play, school, home, or on the streets, serving as a continual reminder to viewers of the importance of practicing proper mouth hygiene. This commercial effectively subverts expectations by highlighting the value of dental hygiene through the very flaws in children’s teeth. Together with their genuine usage of Nigerian pidgin and slang, the contrast between their brilliant smiles and missing teeth makes for an unforgettable and powerful message that appeals to the target population.
However, Colgate’s advertisement has raised the bar for creative brilliance in Nigerian advertising because of its novel viewpoint, cast, and locally relevant messaging. It has defied expectations by adopting a daring, kid-centered strategy that will have a significant impact and encourage recall.
