These '70s Inspired Spots Showcase Unorthodox Oral Care

Bübchen and antoni_soap have given the recently acquired oral care heritage brands Theramed, Licor del Polo, Vademecum, and Antica Erboristeria a modern makeover.  

The two-in-one products from Theramed and Licor del Polo are the focus of a humorous and colourful campaign that highlights the benefits of toothpaste and mouthwash in a single product. Drawing inspiration from the vibrant aesthetics of the '70s, the visual language stands out refreshingly from the typical, clinical portrayal of dental care. 

The campaigns for Vademecum in France and Antica Erboristeria in Italy emphasise natural  ingredients and fashion photography, rather than classic oral hygiene presentations. The campaign ads will be published in renowned magazines such as VOGUE Italia, VOGUE France, and Vanity Fair. 

Matti Lietsch, group creative director at antoni_soap, explains, "Our campaigns use a fresh, modern visual language that deliberately breaks with the usual conversations of dental care." Johanna Schmidt, also group creative director, adds, "By combining contemporary aesthetics with humorous accents, we not only rejuvenate the brands but also emotionally recharge them." 

Jennifer Klein, marketing manager for Theramed and Licor del Polo said, "The campaigns  humorously showcase the unique 2-in-1 benefit of our products and specifically target  younger audiences." 

Jacqueline Hari, head of marketing for Vademecum and Antica Erboristeria, is equally convinced, "Our toothpaste brands in VOGUE – that's something that has never happened  before. Our campaign uniquely combines natural oral care with fashion." 

The campaign films, produced by LE BERG, launched today and will be run in the respective markets across social media, video on demand, print, and out-of-home (OOH) advertising. 

Starting today, customised campaigns launch in Germany, Spain, France, and Italy, tailored to each market.