In business, it helps to have your head on a swivel.
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.
The product was launched this summer with CH&B providing packaging, trade ads, a sell sheet, digital ads, web updates and PR.
Vella was the third of three products Preventech launched in the first seven months of 2009, joining PediaGel and Dayli. CH&B is proud to have helped to draft the strategic marketing plan and orchestrate the Q3 unveiling. As sales and market share results develop, we will discuss them on our blog.



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