Opportunity
Vanish Varnish is a 3M ESPE preventive product that is primarily used for pediatric dentistry, but can be used by people of all ages. The challenge for this campaign was to tout the improved formula of America's #1-selling fluoride varnish -- and capture the attention of busy dentists.
Strategy
The new, optimized formula of the varnish contained a tri-calcium phosphate ingredient that delivered even more protection. The creative team channeled their inner over-protective parents and came up with what was affectionately known as the "Bubble Kids" campaign. It's a not-so-subtle reminder to dentists that extra protection is good.
Solution
These banners were not an original part of the campaign assignment, but the client thought the concept was so effective they decided to expand it. The simple, standout idea translated perfectly to online media.
