About This Project

Building on the most trusted platform in self-ligation platform in the orthodontic profession, Dentsply Sirona Orthodontics’ new In-Ovation X self-ligating bracket delivered a number of clinical and mechanical enhancements to their flagship product In-Ovation R. We had the challenge of building the brand from the ground up. From creating a new brand (and brand guidelines), creating an integrated campaign to run across the dental profession’s highest profile channels, to rolling out and managing an integrated and ongoing social media campaign, we helped Dentsply Sirona Orthodontics leverage their leadership position to seamlessly pass the torch from one flagship product to the next. The “What’s Next is What’s X” campaign helped the company gain market share without cannibalizing the sales of their existing, marketing-leading brackets.