It’s Good to be King

Posted by on Jul 25, 2012 in Showcase | 0 comments

It’s Good to be King

3M developed the most innovative new product the dental industry has ever seen. The product restored chipped teeth to their original look. They could have launched it using the accepted, tired old means commonly used.  They wanted to use a beautiful model or even a hockey player with his teeth knocked out for their campaign.  BDIP suggested that if you truly have an innovative product you can NOT use traditional means to introduce it.  If you do you become one of the lemmings headed over the cliff.  BEDIP suggested putting a set of teeth in the mouth of a majestic lion with the tagline “It’s Good to be King”. 


After all no one can be Kinger or Kingest!  It was the most success new product launch in the history of 3M ESPE.

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