The Challenge: Making more noise with a lesser-known product.

There’s a well-known needle-free anesthetic that’s been described as “heaven sent” for dental patients that might be nervous or needle-averse. Our client is… the other guy. Cetacaine offers practices a similar formulation in a lower-priced, lesser-known product. Rather than play the discount card and get into a price war, we reverted to Advertising 101 and produced a campaign based on disturbing complacency and disseminating a strong message…in a highly memorable way.

The Result: The “No Balloons Were Harmed” campaign captured the essence of the product and the imagination of the target audiences.


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