Invisalign: From Alternative Choice to Brand of Choice

This case study describes how Invisalign, a modern technology for straightening teeth, created a coordinated campaign to reposition the brand as an industry leader in the USA.

Invisalign: From Alternative Choice to Brand of Choice

Campaign details

Agency: Wunderman LAClient: Align Technology- Inc.Category: Pharmaceutical / Healthcare

Executive summary

This case study describes how Invisalign, a modern technology for straightening teeth, created a coordinated campaign to reposition the brand as an industry leader in the USA. Launched in 1999, Invisalign enjoyed moderate growth while establishing itself but remained an alternative option. The challenge of aggressive double-digit growth was compounded by overcoming scepticism of adult teeth straightening, an inability to identify potential patients, and metal braces as the default in the teen market. The...

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