Let's see your teeth
Dental hygiene For the Migros chewing gum Candida White, Exxtra Kommunikation looks animals in the mouth - quite contrary to the usual advertising strategies.
Dental hygiene For the Migros chewing gum Candida White, Exxtra Communication looks animals in the mouth - in complete contrast to the usual advertising strategies. "Smiling is the most important social signal of human facial expressions," British anthropologist Desmond Morris is convinced. It's hardly surprising that the human "animal" is spending more and more money to show off a perfect set of teeth to its fellow species: In 2002, the Swiss invested around 163 million francs in dental care. Smiling models are supposed to prove that white teeth are the key to success. In May, Migros also entered the teeth whitening chewing gum market with Candida White. The new launch has to hold its own against the similarly positioned V6 brand. The latter has been active in the whitening sector for some time. While the wholesaler remains true to its "me-too" strategy, in-house agency Exxtra Kommunikation has designed a counterpoint to the usual campaigns: instead of people, representatives of the animal world bleach their teeth on three poster subjects. "Because the product is not new, the only way we can stand out from the competition is through communication," says consultant Barbara Hardmeier, explaining the unusual creative strategy.
The fact that Mr. and Mrs. Schweizer will do (almost) anything for a flawless set of teeth is reflected in the range of treatments offered by aesthetic dentistry. In addition to bleaching and veneers - where thin shells are bonded to the teeth - they also undergo minor surgical procedures to achieve the perfect smile.
Bleaching instead of whitewashingIn Switzerland, there are still no reliable figures for this area of dentistry, as Markus P. Lorch, President of the Swiss Society for Aesthetic Dentistry, explains. In contrast, American surveys show that patients are increasingly visiting the dentist for beauty reasons. According to a study conducted by the American Academy of Cosmetic Dentistry in 2000, the demand for aesthetic dentistry has risen sharply since 1995. While bleaching treatments have tripled, veneers were requested around twice as often as just five years previously. "I assume that these figures can also be transferred to Swiss conditions with a time lag," says Lorch optimistically.
While dentists pay dearly for their sessions, retail products are available for just a few francs. However, Lorch doubts that these will produce sufficient results. The active substances required for a whitening effect are only contained in low concentrations, as there is a risk of overdosing. "Dark teeth can hardly be visibly whitened with such products," says the aesthetic dentist.
Simone Keller
The fact that Mr. and Mrs. Schweizer will do (almost) anything for a flawless set of teeth is reflected in the range of treatments offered by aesthetic dentistry. In addition to bleaching and veneers - where thin shells are bonded to the teeth - they also undergo minor surgical procedures to achieve the perfect smile.
Bleaching instead of whitewashingIn Switzerland, there are still no reliable figures for this area of dentistry, as Markus P. Lorch, President of the Swiss Society for Aesthetic Dentistry, explains. In contrast, American surveys show that patients are increasingly visiting the dentist for beauty reasons. According to a study conducted by the American Academy of Cosmetic Dentistry in 2000, the demand for aesthetic dentistry has risen sharply since 1995. While bleaching treatments have tripled, veneers were requested around twice as often as just five years previously. "I assume that these figures can also be transferred to Swiss conditions with a time lag," says Lorch optimistically.
While dentists pay dearly for their sessions, retail products are available for just a few francs. However, Lorch doubts that these will produce sufficient results. The active substances required for a whitening effect are only contained in low concentrations, as there is a risk of overdosing. "Dark teeth can hardly be visibly whitened with such products," says the aesthetic dentist.
Simone Keller
