The Challenge: Creating awareness for a relatively unknown in  the restorative dentistry market, while initiating trial in the form  of prescription based (pull-through) distribution channels.

By drawing on the well-established and dominant presence  of VITA Shade products, we created an ad campaign made to  generate a “buzz” around the community with an iconic cropped photo of a stunning redheaded woman. This campaign, paired with the “VITA Shade, VITA Made” mantra, was aimed at disturbing complacency with existing restorative products, while creating a desire for a system approach to cut down on remakes and increase lab/dentist ofἀce efficiency.

The Result: Dentists are demanding VITA restorative products from their lab partners, resulting in a significant boost in lab conversion to carry exclusively VITA products.