| Title | DENTERVENTION |
| Brand | BRYNILD GRUPPEN |
| Product/Service | CANDY |
| Category |
C01. Fast Moving Consumer Goods |
|
Entrant Company
|
McCANN NORDIC OSLO, NORWAY
|
|
Advertising Agency
|
McCANN NORDIC OSLO, NORWAY
|
|
Media Agency
|
IUM Oslo, NORWAY
|
Credits
| Thale Høy-petersen |
Mccann Oslo |
Creative |
| Torny Hesle |
Mccann Oslo |
Creative |
| Ingrid Lea |
Mccann Oslo |
Creative |
| Marte Langfjæran |
Mccann Oslo |
Graphic Designer |
| Fredrik Myhre |
Craft Oslo |
Photographer |
| Ole Musken |
Palookaville |
Photographer |
| Therese Kronen Bolje |
Craft Oslo |
Advisor Producion |
| Camilla Drake Raanaas |
Mccann Oslo |
Account Manager |
| Torstein Drogseth |
Mccann Oslo |
Account Director |
| Torunn Mjølner Akselsen |
Brynild |
Client Contact |
Brief Explanation
Dent is a small, Norwegian sugar free candy. Most candy in this section look and taste almost the same. So we needed to stand out and generate better liking. Instead of positioning us as better than other similar products, we positioned us as better than nasty stuff people chew on – like pens.
We created a brand new product for the campaign: The Dentpen – an edible pen made of 100% Dent. It was the core element of the campaign, and the special edition pens were sent to pen chewers we found pictures of online, and to people who came forward as pen chewers through social media.
Results and Effectiveness
Dent experienced a 20% sales increase in 2014 compared to sales numbers for 2013.
The campaign also created a lot of engagement from a new and younger group of consumers. We managed to reposition the brand and get people involved. Without even encouraging people to like our Facebook page, it increased with 57%. Thousands of Dents were sampled through adshels and university samplings.
Creative Execution
The core of the campaign was the edible Dentpens that were sent to pen chewers around the world. They became very popular, and gave us something to talk about through a fully integrated campaign.
During fall we also did several activities in addition to the Dentpens: sampling at pen chewing environments such as universities, Instagram contest where you could win a - so called - rehab on a tropical island, an interactive adshel for instant chew craving emergencies as well as outdoor elements and magazine ads. Everything worked together within the same message: “Switch to Dent today”.
Insights, Strategy and the Idea
Dent wanted to reach a new and younger target group. Dent has a history of being associated with elderly, and it was time to once and for all show younger people that Dent is a brand for them.
To reach them, we were present with activities different places where they were, such as at schools / study groups, social media (Facebook and Instagram), magazines they read, and outdoor material.