The idea is to compare the “pain” that a bite would cause on a fruit or ice cream to the pain this fruit or ice cream causes on more sensitive teeth.

There are two crucial elements in the execution of a campaign. The first is a light, comic tone. This importance is highlighted by the “bite battle”. Which one causes more pain? The teeth or the food? The second important element is the visual impact. Strong colors and simple lines go against what is usually seen in this kind of campaign.

The campaign placed on newspapers, magazines, billboards and indoor posters rejuvenated the brand, taking the topic to a level beyond the usual demonstration of results like in a before-and-after campaign. The light, provocative tone and the visual impact were crucial. In markets in which we invest in communication, sales growth was no less than 10%.