CO/PLUS met the challenge of taking TM from a low-involvement category and creating a high-engagement brand. TM wanted to approach the market in a different way, involving themselves in the consumer’s life and always being one step ahead. CO/PLUS used this insight to create the concept “Think ahead”, promising to always be on point with new projects, offers and staying relevant for the consumer. The branding has led to TM gaining recognition and a loyal customer base.