White, whiter, wiser
Dentalhygiene Exxtra has nothing but a weary smile for boring toothpaste commercials—and has shot a completely different ad for Candida.
Dental Hygiene Exxtra has nothing but a tired smile for boring toothpaste ads - and has made a completely different commercial for Candida. The audience in the movie theater was in stitches. A Porsche is being cleaned with sandpaper, which sounds dramatic, and not just for sensitive ears. With this noise in the "Carwash" commercial, Exxtra Kommunikation's brand promise of "gentle dental care" has already been wittily and successfully implemented once before. The new "Boxer" spot intensifies this dramatization. Exxtra's new Candida commercial also makes it clear in an unconventional way that you should "only trust Candida" for gentle dental care. The commercial with the attractive boxer is also intended to appeal to women. They still buy more toothpaste than men.
However, according to clinical studies, one in three adults suffers from hypersensitive teeth and tooth necks. The use of the wrong products - such as fashionable whiteners - can be particularly damaging to the health of teeth.
Candida recognized the problem of sensitive teeth some time ago and developed the Sensitive product line in collaboration with Swiss university clinics. This allows gentle yet thorough cleaning.
Candida is now the most successful toothpaste in Switzerland and has overtaken the previous market leader Elmex in terms of market share. Candida also enjoys a very high level of credibility and popularity among dentists and consumers.
This credibility should now be conveyed in the communication. However, Candida does not lecture like most of its competitors, but shows in a surprising way that using the wrong products can damage teeth.
The movie "Boxer" begins with dramatic music. A well-trained young man, dressed only in a white terry towel, loosens up in his bathroom with some stretching exercises and boxing punches. It looks as if he is preparing for a fight. Once he is sure that his muscles are warmed up, he takes a toothbrush and toothpaste and begins to clean his teeth with vigor and commitment. You can see that he is using all his muscle power for this action. Then the music picks up, the boxer grabs a glass of water, rinses and begins to smile.
However, the smile does not reveal gleaming white teeth, but a mouthguard like the ones boxers put over their teeth in the ring. "If you don't trust your toothpaste..." is the comment. This is followed by a close-up of the Candida Sensitive pack shot, with the fade-in "Candida cleans your teeth particularly gently".
Candida Sensitive is only advertised using the medium of film. The main target group on television is all householders aged between 25 and 40. In the cinema, the commercial is "rejuvenated" somewhat with different music and shorter cuts. Advertisements are placed exclusively in the trade press, here in conjunction with additional PR texts.
Andreas Panzeri
However, according to clinical studies, one in three adults suffers from hypersensitive teeth and tooth necks. The use of the wrong products - such as fashionable whiteners - can be particularly damaging to the health of teeth.
Candida recognized the problem of sensitive teeth some time ago and developed the Sensitive product line in collaboration with Swiss university clinics. This allows gentle yet thorough cleaning.
Candida is now the most successful toothpaste in Switzerland and has overtaken the previous market leader Elmex in terms of market share. Candida also enjoys a very high level of credibility and popularity among dentists and consumers.
This credibility should now be conveyed in the communication. However, Candida does not lecture like most of its competitors, but shows in a surprising way that using the wrong products can damage teeth.
The movie "Boxer" begins with dramatic music. A well-trained young man, dressed only in a white terry towel, loosens up in his bathroom with some stretching exercises and boxing punches. It looks as if he is preparing for a fight. Once he is sure that his muscles are warmed up, he takes a toothbrush and toothpaste and begins to clean his teeth with vigor and commitment. You can see that he is using all his muscle power for this action. Then the music picks up, the boxer grabs a glass of water, rinses and begins to smile.
However, the smile does not reveal gleaming white teeth, but a mouthguard like the ones boxers put over their teeth in the ring. "If you don't trust your toothpaste..." is the comment. This is followed by a close-up of the Candida Sensitive pack shot, with the fade-in "Candida cleans your teeth particularly gently".
Candida Sensitive is only advertised using the medium of film. The main target group on television is all householders aged between 25 and 40. In the cinema, the commercial is "rejuvenated" somewhat with different music and shorter cuts. Advertisements are placed exclusively in the trade press, here in conjunction with additional PR texts.
Andreas Panzeri
