SmileDirectClub
Brand Evolution
Situation
SmileDirectClub (SDC) was founded to make teeth straightening affordable and convenient for everyone. The brand was built on a purpose centered on “the confidence of a smile.” This was effective in introducing the brand and disrupting the teeth straightening category, but SDC recognized they needed to expand their purpose to create an emotional connection with people while also preparing to introduce a full line of oral care products.
Solution
The goal was to build on the existing positioning and evolve it, not completely reinvent. When talking to club members, I continually heard stories of what their confidence in a new smile enabled. Some re-entered the dating world. Others went after a new job or promotion. While others felt empowered to go back to school, etc. This led to thinking that the brand wasn’t just about the confidence of a smile, but rather what that smile enabled.
Brand Purpose
The evolved brand purpose built on the brands heritage, but allowed it to flex to deliver more emotional benefits while also addressing not only a straighter smile, but also how one could maintain that smile through SDC’s new oral care products.
SmileDirectClub exists to help more people realize the life-changing potential of their smiles.
Creative
The new brand was introduced during the COVID-19 pandemic. The campaign, entitled “Choose Smile,” was designed to create awareness and an understanding of how smiles can be a catalyst to change peoples moods, wellness and perspective. This was not an empty promise — it was grounded in scientific fact. Research has proven that the physical act of smiling causes the brain to release serotonin and dopamine, neurotransmitters that can make you feel better.
“Choose Smile” served as an invitation to experience the many benefits of smiling. It reminded people that they have a choice in how they face whatever the world sends their way, and by doing so, helps give them a sense of control in uncertain times or challenging circumstances. It also reminded them that SmileDirectClub is an ally through the entire smile journey, with products and services that can help them get and maintain a smile they love, for life.
Seth’s Role
VP Brand Strategy
Campaign Brief
Business purpose
Build sustainable, long-term growth for SDC
Marketing objective
Predispose new customers to SDC by telling them why we exist and convert them to club members.
Brand truth
SDC exists to help more people realize the life-changing potential of their smile.
Human truth
During this uncertain time, people are taking steps to focus on personal well being - small things that help them improve - as human nature says we look for something we can control in moments of crisis.
Key fact
Research shows that smiling - even by yourself - makes you feel better and helps you see the world around you in a better light.
Creative strategy
Get people who are feeling a lack of control in today’s crazy world
To see that a smile has transformative power
By showing them that smiling - even if it’s smiling by yourself, smiling to yourself, or smiling under a mask - can lift you up.
TV
Site - Hero Banners
Landing Page