Awareness campaign »Mut zur Lücke. Gut zur Lücke«

TePe is the premium oral hygiene brand from Sweden. Since 1965, TePe has been working with dental experts to produce high-quality oral hygiene products that improve dental health. The company currently operates in over 60 countries around the world. TePe is the leading brand for interdental brushes in Germany.

“Mut zur Lücke. Gut zur Lücke“ (“Proud to have gaps. Caring for gaps”): using this catchy headline we gave interdental care a bold new face – and we mean that literally. The campaign featured the most famous gappy smile in Germany: that of TV and film star Jürgen Vogel. His teeth may not be perfect, but they are super-healthy, and they’re his calling card. Jürgen Vogel, the perfect imperfect hero, charms everyone with his winning smile – and builds a bridge between the consumer, the product, the TePe brand and the core message.

Our task was to create a major campaign to provoke awareness for interdental care. Our brief was to convey the self-assured and realistic core message in the face of the mass-media focus on perfection and beauty. Teeth do not need to look perfect, but they must be healthy. The campaign scored a bull’s-eye. The departure from the norm and the unmemorable ‘clean’ aesthetic in health/dental care advertising was very positively received, and easy-going Jürgen Vogel was the ideal person for this campaign.

Have a look at some of our other TePe case studies:
Brand PR

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