About:
A great smile can say a lot about you. Thanks to television shows like “Extreme Makeover”, America’s quest for that perfect smile has turned cosmetic dentistry into a multi-billion dollar industry. Hi-end cosmetic dentists work closely with dental technicians to create aesthetically pleasing smiles. Whether it’s a full mouth reconstruction or a set of veneers, dental technicians look for products that give them artistic flexibility to produce these top-notch dental restorations.
THE CHALLENGE:
Re-market the Appeal!
As the North American distributor of Willi Geller Creation dental porcelain, Jensen Dental wanted a fresh branding campaign for their staple high-end porcelain product. Fearing it was losing market share to newer and flashier porcelains on the market, Jensen Dental wanted to create a new look that appealed to the artistic nature of dental technicians and could be carried through the multiple product lines under the Creation brand umbrella.
THE SOLUTION:
"The Art & Soul of a Beautiful Smile"
Jensen Dental’s marketing team and I worked together to come up with concepts that played off Creation’s two main strengths – the uncanny ability to mimic natural dentition and the artistic freedom offered to technicians using Creation. Developed to go with captivating imagery, the tag line “The Art & Soul of a Beautiful Smile” deviated from the industry norm of red lipstick and bleached teeth photography to give a more fashionable appeal.
THE RESULT:
Jensen Dental integrated the “Art & Soul“ branding campaign through all of their Creation marketing efforts. The impact from the campaign was huge success in creating additional brand recognition, increasing revenue, and reinvigorating a classic product line. Jensen Dental’s marketing team received several unsolicited phone calls and remarks from customers that the campaign truly expressed what they were trying to achieve and that they were impressed with Jensen Dental’s continued commitment to developing the Creation brand.
DOWNLOAD ALL THE CASE STUDIES IN ONE PDF