A bite of the outdoors

Colgate is taking a bite from the outdoors with a new creative that is strategically positioned on Primedia Outdoor's 48 sheets and store facias. Created by Y & R, a red Colgate billboard with its top left-hand corner bitten away greets members of the community, in cars or as pedestrians, with the payoff line, “Wow! Strong teeth.” Larger than life, a picture of the product is displayed with its own payoff line - “No. 1 brand recommended by dentists” - alongside a smiling child with pearly white teeth. “Short, sharp and to the point. This is exactly what outdoor advertising has to be if it is to get the message across successfully,” says Richard Bode, Primedia Outdoor's sales and marketing executive.