Campaign and new creative platform for Flux, Sweden's leading fluoride rinse brand.

Some background:

Flux's launch marked a turning point in how Swedes viewed fluoride rinses. Finally, a product offered both a pleasant taste and the ideal fluoride level for stronger teeth and improved oral hygiene.

Today, while many competitors attempt to emulate Flux's success, it remains the most recommended fluoride rinse by Swedish dental experts. Flux, the original with its wide array of colorful flavors, has become so ingrained in Swedish culture that the brand name itself has become a verb. Swedes don't just use fluoride rinse; they "Flux."

So thats why “You can only flux with Flux”