The goal of TANDEX’s 2025 Advent campaign was to remind parents that good habits begin early and that toothbrushing is often a low priority for children - and that it requires consistent adult attention. Rather than lecturing, we aimed to engage the target audience through play and humor, while driving traffic to tandex.dk.
Children say the funniest things - especially about toothbrushing. They have their own logic, excuses, and imaginative arguments. We leveraged this in a series of short, unscripted videos where children spoke freely about toothbrushing. Each video also included four questions about dental care, which followers could answer for a chance to win an Advent prize. The correct answers were found on tandex.dk, encouraging visits to the site.
The prize was a year’s supply of a TANDEX Family Kit, designed for two adults and two children, featuring four different products per person. A new post was shared every Advent Sunday, with entries accepted until the following Friday.
With a modest media budget of just DKK 10.000, the campaign achieved impressive results: high total watch times, strong engagement in the competition, and entertaining content that resonated perfectly with the target audience. By blending humor, interaction, and practical value, TANDEX reinforced its position as a brand that understands the everyday challenges of family dental care - while making the message memorable and fun.
