Teeth jewelry, popularly known as Grillz, They adorn celebrity dentures worldwide, although on numerous occasions they are confused with spots generated by food. Especially with spots caused by chocolate. An insight that the pastries brand Qé! Property of Bimbo Donuts Iberia, has become his last campaign.

Following its daring and youth personality, the brand has created its own version of the ornaments under the concept “The stains that are carried”, Designed by the Creative Agency Ogilvy Barcelona. With the “Qé Grillz” It has been proposed to transform chocolate spots, which often leave their own products, into a fashion accessory for continuing to connect with generation Z.

Judging by creativity published by the brand, these are two different pieces designed to show off at the top and front of the dentures. The Grillz combine jewelry with the shape of the spots and the color of the chocolate of the products that!

To publicize the accessory, the brand collaborated a few weeks ago with CECIARMY, One of the most popular content creators among young people, and whose social profiles gather more than 11 million followers. The creator, known for hiding his true identity, wore the ornament in one of his publications, which unleashed the conversation between the members of his community.
Currently, the publication accumulates more than 18,000 likes on Instagram.

Throughout the last three weeks, the brand has promoted dental ornament through social networks with an audiovisual piece with Fight Films production. With her that! has invited to participate in the Tres Grillz draw, And for this, users have had to follow the brand’s profiles, mention friends and comment on the publications with the situations they would say “and to me!”.
In Tiktok videos accumulate, together, more than 30 million views.

To participate to all users and brand lovers, regardless of whether or not they are graduated or not in the draw, the strategy has included the development of a Interactive filter for social networks. It is a game in which users have to try to catch one of the Qé products! With the mouth, which will make the Grillz appear virtually.
The brand has collaborated with Influencers and content creators to encourage the use of the filter.

The digital strategy has complemented with activations of outdoor advertising. The graphics have reflected the Claims “The stains that are carried” and “And to me!”, With photographs of models that directly allude to generation Z and seek to transfer the attitude of carelessness and daring of the brand.

The ogilvy agency’s global profile has shared some results of the initiative and ensures that the strategy has generated 50 million impressions and has increased the conversation around the brand by 58%. In addition, he points out that he has generated a 45% increase in sales. “This is how it has not only stayed in the minds of consumers, but also in their smiles,” says the agency.

The initiative of Qé! has agreed over time with the one made by Heinz In Brazil. The brand created some grillz based on its own identity and oriented to decorate a usual act among consumers: bite the sauce envelope to obtain seasoning.