Dent is a small, Norwegian sugar free candy (pastille/lozenge.) 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.

Dent is also associated with old people, and it was important that our solution reached a younger target group in a new and playful way.

The core of the campaign was our invention of the Dentpen – a 100% edible pen, made out of Dent - that was sent to pen chewers all over Norway and the rest of the world. They became very popular, and gave us something to talk about through a fully integrated campaign. It has actually given Dent something to talk about for years to come, because the fight against pen chewing has just started.

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”.

And why is it relevant? From now on, every time our target group chew on a pen they will hopefully remember that there are better things to chew on - like Dent.

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.