Along with the movie premiereMinions 2: a Origem de Gru, the famous yellow dolls arrive announcing a partnership with ClearCorrect, a brand of transparent aligners for orthodontic treatments, with a factory in Curitiba. With the slogan “Your favorite smile”, which refers to the first edition of the film that introduced the characters, the union of ClearCorrect with Universal Pictures appears with the purpose of also retaining the young audience.
Known by adults for the agility in the treatment and discretion of the device, ClearCorrect has recently directed its conversations also to teenagers, who often seek to start dental treatment early and find in aligners an alternative to conventional treatment.
ClearCorrect’s Director of Marketing and Education, Alexandre Giglio, says:
“Our aligners are indicated for the young audience, after consultation and prior evaluation by the dentist, and this was one of the points that aroused interest and made the partnership with Universal Pictures and the Minions to be signed. Today, we already have partners, mainly linked to sports, who use our product on a daily basis and during training, showing and approving the practicality of the treatment.”
Young athletes as supporters
To kick off this campaign, Universal Pictures will carry out actions to publicize the animation. The young athletes, partners of the brand, will also be present in these moments to tell the news to the public. Among them, surfers Maya Carpinelli, from Santa Catarina, and Luara Mandelli, from Paraná, in addition to judoka Daniel Cargnin, a bronze medalist from Rio Grande do Sul at the Tokyo Olympics, which are sponsored by the company.
According to Alexandre Giglio, this is the first activation that the brand will make with Universal Pictures this year, but the partnership can be replicated in other features and projects of the studio.
ClearCorrect’s Marketing Path
ClearCorrect is about to complete three and a half years of operations in Brazil and celebrates the success of the campaigns launched in recent months. The first work, in 2021, carried the slogan #seusorrisoclearcorrect and, through the brand’s social networks, encouraged patients to access a landing page and upload videos of up to one minute telling the story behind their smile.
Due to the repercussion of the action, the brand opened for new patients who wanted to transform their smiles. The campaign resulted in the award for best advertising by the Association of Sales and Marketing Directors of Brazil in Paraná (ADVB/PR).
For this year, after hearing and getting to know many stories, the brand is betting on the #pormaissorrisosreais campaign, translating a little of what was shown by patients in 2021. “The idea here is to show dentists that they are the real responsible for the treatment , and for patients, that the treatment is also a practical and safe option”, adds Giglio.
Still on the partnership with Universal, Pablo Prado, vice president of the Straumann Latin America Group’s orthodontic business unit comments:
“This project fits in with our purpose of creating new smiles every day, through an innovative orthodontic solution whose mission is to unlock the potential of people’s lives. And in this case, we did it together with a film that is in the hearts of thousands of Brazilians, whether teenagers or adults. The goal of this partnership is to put a smile on everyone!”
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