The Challenge: The launch of a needle-free dental anesthetic with zero name recognition.

There’s no shortage of anesthetic options available to dental professionals. So how do you create awareness — and demand — for a new product, while making sure its main benefit is truly memorable? The answer is our “Don’t Get Stuck Without It” campaign. Created for Needle-free Oraqix, the print-ad arm of this campaign combines a visually intriguing image with a memorable tagline. Then, backed by our aggressive PR efforts, we reinforced the message by creating a fully animated trade show presentation that grabbed attention and piqued curiosity.

The Result: A scant two years after its launch, Oraqix became the standard operating protocol for many procedures within the dental industry.