Elmex Gelée gives tough teeth. To ensure that this message will get the attention we brought it to the place and the time where teeth matters: in a restaurant. To be precise: in a Japanese restaurant. Where else than around lunch could you think about the importance of strong teeth? We have chosen typical lunch restaurants in the Japanese quartier in Düsseldorf. It was guaranteed that every guest used one of our specially produced chopsticks so we made sure that the message would be understood.

We have produced chopsticks that will not break apart on the top, where they usually break, due to our special construction. On top we have printed a tooth with his two roots that will always stays intact. This illustrates how tough can teeth get by the use of the right toothpaste. It's an absolute unique approach that combines haptic surprise, clever branding and clear message.

We have chosen Japanese Restaurants all over Düsseldorf so we attracted attention of two groups: The Japanese business people that live in the world largest Japanese community outside Japan and the tourists that visit Düsseldorf and have a sushi lunch. The restaurants are usually crowded during the whole week. Efficiency is up to now difficult to measure because we only have started in the beginning of April.