Licor del Polo Junior is one of the most recognised children’s toothpastes in Spain, especially for its sweet strawberry flavour. PS21 and KFC have given Spain the ice cream adults remember loving and every child dreams of – ice cream that tastes Licor del Polo Junior toothpaste.

The product combines a cream base with a syrup that faithfully reproduces the toothpaste’s characteristic strawberry flavor, adapted to the ice cream.

“We’ve made a childhood dream come true: to eat Junior Polo Liqueur and not have our mothers get angry. We suspect the same thing will happen to many people. It’s true that many dentists don’t. But the rest will,” stated Alfonso Moreno and Rubén Caja, associate creative directors of PS21.

The campaign transforms the toothpaste’s famous claim, “9 out of 10 dentists recommend it”, into the campaign’s insight, combining humour, classic toothpaste advertising codes, and references to the dental sector to connect both brands.

The hero commercial, La pieza de 20, directed by Petra Garmon,  is running across TV and digital channels, supported physical points of sale, the app, and KFC’s online platforms. And the ice cream is available, while stocks last, in ice cream tub, milkshake, and sundae starting at €2.99.

The media strategy was developed by Arena Media and includes premium formats, such as exclusive blocks on TV and YouTube, the most relevant platform for the brand’s audience.