Daily caresses
In the commercial for the new Candida Sensitive, Dentalhygiene Exxtra does away with the doctor's lecturing tone.
Dentalhygiene Exxtra's commercial for the new Candida Sensitive does not require the doctor's admonishing finger.oral hygiene is highly valued by the Swiss population. Sales in this product group are correspondingly impressive. This grew by 2.7 percent to over 163 million Swiss francs in 2002, although advertising spending has been in slight decline for three years. This development is due to the desire for gleaming white teeth, which is particularly pronounced among young people. Motivational research shows that dental care has been moving closer to the cosmetic sector for several years because beautiful teeth are essential for a good appearance. Manufacturers have responded gratefully to this trend with a large number of high-growth, high-margin whitening toothpastes. However, so-called sensitive pastes for sensitive teeth and exposed tooth necks have also been increasing in sales for some time.
With its best-selling Candida brand, Migros is playing a major role in this development - even after expanding its range with Gaba products last year.
All the benefits in one tubeThe competition on their own shelves seems to be a real challenge for the product developers at manufacturer Mibelle: The best results of Candida Sensitive in tests of abrasiveness and cleaning effect - including at the Clinic for Preventive Dentistry at the University of Zurich - prove to be the ideal prerequisite for a leader position. Apart from whitening toothpastes, benefit segmentation is anything but easy today, as all brands bring almost all benefits into one tube - from periodontal disease and caries prevention to a pleasant taste and an affordable price. Candida Sensitive is therefore to be given a more medicinal touch with an improved formula and now also without green stripes in packaging with an increased white content.
Pathetic paint treatment
The Zurich agency Exxtra is also tackling the communicative repositioning with fresh ideas: With a comparison that is unusual in the industry, the creatives are breaking the traditional mold of toothpaste advertising, in which the majority of the advertising is based on medical evidence. In their TV commercial, a snobbish guy washes his sports car with a cleaning agent that literally scrapes the paintwork - painfully audible. Instead of being startled and interrupting his circular movements, he calmly continues to look at his ruined gem with obvious satisfaction. The resolution: "Many people do exactly that twice a day" - "with their teeth", is the transition to the pack-shot.
Only philistines look after their sports car like this: Exxtra gives the Porsche a thrashing.
Luca Aloisi
With its best-selling Candida brand, Migros is playing a major role in this development - even after expanding its range with Gaba products last year.
All the benefits in one tubeThe competition on their own shelves seems to be a real challenge for the product developers at manufacturer Mibelle: The best results of Candida Sensitive in tests of abrasiveness and cleaning effect - including at the Clinic for Preventive Dentistry at the University of Zurich - prove to be the ideal prerequisite for a leader position. Apart from whitening toothpastes, benefit segmentation is anything but easy today, as all brands bring almost all benefits into one tube - from periodontal disease and caries prevention to a pleasant taste and an affordable price. Candida Sensitive is therefore to be given a more medicinal touch with an improved formula and now also without green stripes in packaging with an increased white content.
Pathetic paint treatment
The Zurich agency Exxtra is also tackling the communicative repositioning with fresh ideas: With a comparison that is unusual in the industry, the creatives are breaking the traditional mold of toothpaste advertising, in which the majority of the advertising is based on medical evidence. In their TV commercial, a snobbish guy washes his sports car with a cleaning agent that literally scrapes the paintwork - painfully audible. Instead of being startled and interrupting his circular movements, he calmly continues to look at his ruined gem with obvious satisfaction. The resolution: "Many people do exactly that twice a day" - "with their teeth", is the transition to the pack-shot.
Only philistines look after their sports car like this: Exxtra gives the Porsche a thrashing.
Luca Aloisi
