Zenith presented Cameron with a unique challenge: launch an entirely new product line in one of the most crowded categories in dentistry – preventives. We were tasked with establishing a market position and winning sales literally from scratch..
Preventives are seen as virtual commodities by dentists and hygienists. Cameron identified one area where we could make our client’s products stand out: better patient acceptance, due to better taste. The Kolorz preventives line was the first to come with a guarantee: Guaranteed to taste better than any other brand, or your money back! We backed up this positioning with our original, high-end package designs and innovative taste-focused ad campaign – we even conducted taste tests at dental trade shows. The resulting buzz enabled our client to capture a healthy share of market within the first year of launch.