3M asked KC to develop a consumer campaign for a dental implant product that had traditionally been marketed toward dentists. We crafted a comprehensive campaign that put a consumer-friendly face on the product — starting with changing the name. The work is anchored by a television commercial that uses pure demonstration to effectively convey the product’s benefits without getting into the gory details (a big challenge with a medical procedure). Other deliverables included consumer research, target profiling, test market prioritization, media planning and buying, sales support materials, campaign website design, and setting up a call center.