Campaign details
Brand: Mint*dBrand owner: Mint*dEntrant company: VMLY&R, SydneyIdea creation: VMLY&R, Sydney / Quantum Market Research, MelbourneMarket: AustraliaSector: Oral healthMedia channels: Events & experiential, Packaging & design, Point-of-purchase, in-store, Websites & micrositesBudget: No budget
Executive summary
"Yay, let's go to the dentist!" said no-one, ever.
Until now...
It wasn't anxiety about fillings putting most people off, though. It was opaque pricing creating an anxiety all of its own. Added to that were changing trends around cosmetic dentistry and the growing desire for great smiles as...