Opal, A Better Way to Whiten

Opalescence; a great dentist brand for thirty years, but perhaps a little difficult to spell? In our focus groups we discovered that fans of the product couldn't place the right letters in a row one after the next, which is why when we launched this safer-way-to-whiten brand as a DTC offering we shortened it to Opal. We built the brand to be as gentle as its whitening efforts, and the campaign celebrated the brilliance of the consumer.

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