Toothpaste Bus Ticket

Elmex wanted to promote its anti cavities toothpaste in an effective yet inexpensive way.

It was proposed that Elmex should create a media out of the nation's bus tickets.

This involved working with the leading bus company and printing a year's supply of season tickets for the entire country.

On one side of each ticket, normal journey details appeared. On the other side there was a set of teeth and the brand line 'Elmex helps prevent cavities.

It was only when the ticket was clipped by the bus driver that Elmex's message came to life: clip by clip, each tooth developed a hole or 'cavity.

Over 600,000 people saw the promotion - and as a result of it, Elmex sales increased by more than 15%.