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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.