SmileDirectClub
Challenging The Market Leader

Situation

The clear aligner category suffered from a Kleenex issue: “Invisalign” had become synonymous with clear aligners while SmileDirectClub (SDC) suffered from brand perception and credibility issues.

Solution

Borrow from Invisalign’s brand equity to escalate SDC’s brand while positioning Invisalign as a solution whose time has passed. This would be done by shifting two key misperceptions about SDC:

1. From: Invisalign must be the superior option; Doctors prescribe it and oversee treatment.
   To: Doctors prescribe, manage and oversee invisible aligner treatment from SDC.

2. From: There’s no way SDC can be as good as Invisalign - how could they be when they’re so much cheaper?
   To: SDC offers a quality product that costs 60% less than Invisalign and is guaranteed.

Creative Strategy

Get people who think that SDC can’t deliver the same results as Invisalign to question what they’re really paying $5K+ for by demonstrating that SDC is the smarter choice to get a smile you’ll love

Creative

SDC introduced Dee Dee - a voice for the brand that would cut through the clutter and connect with an audience looking for a better option. We let her direct personality come through even more on social and across performance media channels.

Seth’s Role

VP Brand Strategy