Having been the market leader for decades in Germany, Dr.Best – more than any other brand - needs to keep the momentum in the category.The surprising effect of the poster placement and the emphasis of the product benefit (cleaning between teeth) could only have a positive impact on consumers who were approached by Dr.Best during their busy day. These kind of activities are beneficial to Dr.Best and to its image as the market leader.

The surprising media channel created a lot of positive reactions on the bridge, creating awareness and for sure, a strong emotional bonding with consumers.