Ammarkt Makes «Brilliant Lumina» Shine Across Europe
Coltène is relying on a Europe-wide campaign by Ammarkt for the launch of its new Brilliant Lumina teeth-whitening line.
With Brilliant Lumina, Coltène is launching an innovative tooth whitening line that does not contain hydrogen peroxide - an ingredient that will soon be banned worldwide. The product, which was integrated into Coltène's portfolio through the license acquisition of Swiss start-up Alpine White, is aimed at the growing cosmetic teeth whitening market.
Elena Thiex, Project Manager at Coltène, is enthusiastic about the partnership: "We have gained a strong innovation partner in Alpine White and now offer a first-class product that can make an impact through our global distribution network."
To make the market launch efficient, Ammarkt has developed a customizable campaign that takes into account the regional characteristics of the European markets. A dazzling smile, which is considered ideal in the USA, can quickly be perceived as unnatural in Europe. These differences are taken into account in the advertising strategy in order to maintain the consistency of the message while catering to local preferences.
Client: Coltène/Whaledent AG: Elena Thiex (Head of Product Segment Restoration). Concept and realization: AMMARKT AG, St.Gallen: Sandro Tissi (CD), Dorota Wisniewska (AD), Iris Appel (text), Gian Enzler (IMD), Ramona Cavelti (consulting)
