Working with the largest professional dental products company in the world, Sawmill was asked to promote a new product that would lead to bright and shiny smiles for many people across the U.S. The New Jersey-based client had found a way to use a super-strengthened form of zirconia – the same mineral that jewelers use to create “fake” diamonds – to make all-ceramic crowns and bridges that are three-times stronger than traditional metal-based dental work, and can be made to look like natural teeth. Sawmill introduced this product to the media through an aggressive outreach strategy, garnering coverage in key trade journals such as Practical Procedures & Aesthetic Dentistry and Dentistry Today. On the consumer side, we landed stories on dozens of health segments on television stations across the U.S. and a product profile in the Health section of The Washington Post, creating smiles for the client as well.
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