Monday, February 23, 2026

Ad Alliance rolls out cross-media campaign for blend-a-dent

Ad Alliance has delivered a new cross-media campaign for Procter & Gamble’s blend-a-dent denture adhesive. The concept targets the 50+ audience and is positioned around authenticity, aiming to avoid typical age-related stereotypes.

Co-branding with BRIGITTE and Meins

The campaign includes a co-branding approach with the Ad Alliance marketed titles BRIGITTE and Meins. The media plan features print advertorials and supporting social media content.

Testimonial-led storytelling

The central testimonial is Nicole, who has worn a full denture for many years. Her personal story is used as the core narrative element, complemented by educational, fact-based content related to denture adhesive.

RTL and VOX formats plus in-store materials

In TV, the rollout features a “Must-Have” spot produced by Ad Alliance as well as situational frame-splits placed on RTL and VOX. In addition, the campaign is supported by point-of-sale materials across Germany.

Executive comments

Kristina Bulle, CMO at Procter & Gamble, highlights the intention to portray women aged 50+ as energetic and full of joy, including in the choice of channels used for the campaign.

Lars-Eric Mann, CMO at Ad Alliance, links the work to the industry debate on contemporary advertising for the 50+ target group and describes the case as a consistent implementation of those insights.

According to the companies, the campaign was conceived and executed by Ad Alliance’s Ad+ Concept Studio, covering storytelling and production.