Hardhat delivers launch campaign for new dental care brand Mint*d

27 July 2020

Creative Agency: Hardhat Digital

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The campaign launched on July 20 across OOH and social media.

Hardhat is launching the go-to-market campaign for Mint*d, the new approach to dental care.

Mint*d promises a new simple, affordable and easily accessible way to care for our teeth while on the go.

Working closely with the client, VMLY&R developed the Mint*d retail concept from strategy to execution – including positioning, name, brand platform and store design and build, which was recently successfully launched at Westfield Miranda.

The chain will see Australians wave goodbye to drab, clinical and intimidating dental experiences and welcome a new, modern approach to oral hygiene.

“With treatments available for as little as $69 and in as little as 15 minutes, we want getting a quick clean before a date as easy as getting your nails done," Mint*d marketing manager Leah Elder says.

"Mint*d promises a fresh approach to oral healthcare, by including our teeth in our self care regimes, providing customers with a great cost effective and convenient experience.”

From affordable and transparent pricing and walk-in appointments Mint*d is dental done differently, reflected in Hardhat’s fresh, cheeky campaign.

“The dental industry is everchanging and you will find Mint*d at the cutting edge of that with their ‘pop in’ and ‘plaque off’ approach to oral hygiene,” Hardhat executive creative director Glenn Dalton says.

The campaign launched on July 20 across OOH and social media, with the first store now open at Miranda Westfield.

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