Dentsply Brand Awareness

Dentsply was the 800 lb gorilla in the marketplace and had been for over a decade. However, many of its innovative exclusive patents were coming to term, and the copycats were lining up to try and steal that marketshare. What we had learned over the years is that customers don't mind paying more if they see the value and the quality in something. We already had a proven history of value and innovation, and this campaign showcased that in a way that connected with endodontists about the impact and purpose of their craft.