Clear speech from Dent

Fredrik Thomas Bentzen in IUM.

Marianne Dalen, online consultant at Dagbladet.

With highly visible banner ads, the new lozenge from Brynild Gruppen will comment on Dagbladet's news stories on an ongoing basis. Behind the campaign is the advertising agency McCann together with the media agency IUM.

- Dent Klar Tale! is a new product that provides fresh breath and clears the throat. We wanted to convey this in a direct way. So we decided to take the concept of clear speech all the way out and have banner ads, where the lozenge comments on the news on Dagbladet.no in a clear voice - and with an ever-so-slight twist," says Fredrik Thomas Bentzen of IUM.

Challenging campaign
DentKlar Tale! will run banner ads on the front page of Dagbladet.no for three days and also have a follow-up campaign on Kjendis.no. Bentzen is excited about the results of the campaign.

- The challenge will be to comment on issues close to the news on the same day. That's why we will deliver material to Dagbladet on the day, so that the comments are as relevant as possible," he says.

Fresh breath
Marianne Dalen, online agency consultant at Dagbladet, is also looking forward to fresh breath on Dagbladet's website and says that they have worked closely with the news editorial team ahead of the campaign.

- "It is important for Dagbladet that the news stories Dent Klar Tale! will comment on are stories that can be commented on morally. After all, not all news stories can be made fun of. But the editorial team has no qualms as long as Dent chooses its stories with care, which I know they do," says Dalen.

Read more about Dent Klar Tale! here.