Biting into some crucial thinking behind toothpaste promotion is Q&E Advertising with their new quirky advertisement for Ayurvedic toothpaste.
Q&E Advertising who is behind Siddhalepa’s newest brand Supirivicky, the Ayurvedic toothpaste claims it has a “unique colour, texture and taste.”
However, Dilky Wijeyekoon, CEO of Q&E does admit in a statement issued by the ad agency, “it’s a bit of an acquired taste, very different from normal toothpaste and we wanted our advertising to reflect that.”
The campaign highlights the natural herbs that go into the toothpaste’s production such as Munamal, Sathsanda, Pilamul, Cinnamon, Cloves, Pepper, Goraka, Aralu and others. It doesn’t contain fluoride and dyes like conventional toothpaste.
The advertisers claim the herbal toothpaste is the result of decades of research by ayurvedic legend, Dr. Victor Hettigoda who is also the founder of the Siddhalepa brand. It is also said that the carefully selected herbs kill bacteria and plaque and prevent cavities, discolouration and decay.
“Our people prefer natural food to processed, synthetic food stuffs,” reasons Dr Hettigoda in the statement, “So why should they choose conventional toothpaste, when there are healthy and effective herbal alternatives?”
The Supirivicky television commercial currently on air, the ad agency says, is a parody of conventional toothpaste advertising that feature perfect families, fake smiles and actors pretending to be doctors.
“We wanted to expose the clichés and manipulations of normal toothpaste advertising and recommend that consumers not be fooled by packaging and glossy advertising,” said Taya Diaz, Creative Director, Q&E Advertising.
The commercial features an everyday character, not unlike Dr Hettigoda himself, invading the set of a toothpaste commercial and pointing out what not to be fooled by, the agency said. |
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