Repositioning a legacy brand

What we did

TANDEX, a Danish dental care brand with over 90 years of history, was in need of help as they were challenged in the Danish market. We partnered with them to address a concerning issue: dental anxiety, which affects over 40% of Danish adults. Our goal was to create an engaging campaign that not only raises awareness but also provides tangible support for those struggling with fear of dental treatments. The challenge wasn’t just to sell products - it was to create communication people could feel.

How we did it

We began, as always, by finding the story - based on relevant insights. TANDEX has always been driven by care - for people, for precision, for quality - so we based our approach on this. We produced a relatable, humoristic campaign film, developed an interactive online platform centered around a self-assessment test, and provided informative content on modern, pain-free dental techniques. The aim: to demystify treatments and reduce common fears - everything crafted in close collaboration with Danske Tandplejere, the Danish Association of Dental Hygienists, providing credibility and expertise to the initiative.

How it works

The campaign fosters a supportive environment by normalizing dental anxiety and encouraging open conversations. By integrating expert knowledge from dental hygienists, the platform builds trust and empowers users to take proactive steps toward overcoming their fears. The collaboration is an omnichannel solution that ensures consumers are met by the same standards, tone of voice, and purpose - no matter where they see TANDEX. A new position has been created.