We needed to show the product itself as well as communicating the benefit. But we already had the experience that the consumers had no interest in the product while sampling. They were literally passing by without taking the free samples. So we came up with an idea to ensure to get into their home. Parsley was a sure item to be in their shopping list as it is used in 90% of the Turkish dishes. And it was a perfect fit to in order communicate our product benefit. That is the reason we decided to tie them together.

The campaign got big attention from consumers. It came as a surprise as they wouldn’t expect to see such a campaign in the greengrocery section, resulting in positive reactions, laughs and sparing extra time to examine the product. We don’t know if the dental floss will become indispensable for their life-time but one thing for sure is that every time they have parsley remains between their teeth, they will remember Colgate dental floss.