After 10 years of being the market-leading dental attachment system, the ZEST LOCATOR was ready for a makeover. The next generation LOCATOR R-Tx product launch needed to build interest and create demand with current dental customers, as well as their OEMs to switch over to the new system. Our mantra for the campaign, “Better. Simpler. Stronger.” drove how we delivered the launch in new and unexpected ways. The full launch included a microsite, support collateral, email and print marketing, tradeshow booth design, and a PR launch in Europe.