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December 22nd, 2009
Posted By: Allan Pettit
That’s how Preventech, a CH&B client that develops and markets preventive care products to the dental industry, became aware of important changes in the fluoride varnish category.
The category leader – with 82 percent share – was swallowed up in an acquisition and the new owners promptly released the leader’s sales force. Other brands had evident product problems or little enthusiasm for marketing.
Knowing the varnish application process is a pain for the dental hygienist, Preventech created Vella™, a fluoride varnish with innovative application tools geared toward simplifying the process.
Working with the client, we created a strong, differentiating ad message that sells simplicity and touts the way Vella eliminates problems common to the competition.
November 16th, 2009
Posted By: Allan Pettit
Market share for take-home products to treat that sensitivity is up for grabs. The category was shaken up following an acquisition, changes in distribution channels, companies losing focus and a general marketing malaise.
Preventech sensed an opportunity for a proven marketer to partner with supportive dealers to capture more of the market for the distributor network.
They developed and introduced Dayli, one of the only competitors to offer a colorless formula. CH&B took that advantage and helped to package it as a clear advantage for products used on teeth that are being bleached. Meanwhile, the business model clearly works too: Dealers sell to dentists who recommend Dayli at the point of sale.
As with Preventech’s other two launches (PediaGel and Vella) during an active seven-month period, CH&B helped to make it happen through strategic consultation, packaging, trade ads, a sell sheet, digital ads, web updates and PR.