BrandMuscle recognized that Align’s vast network of partner dentists provided an immediate way to reach customers in local markets throughout the U.S. Together, BrandMuscle and Align produced 6,267 Align Technology Sports Marketing Kits tailored to 12 NFL teams, ranging from the Chicago Bears to the Superbowl Champion Tampa Bay Buccaneers, as well as the Carolina Hurricanes of the NHL. Tapping into communities’ pride in their hometown teams, the campaign combined a sense of playful competition with the proven results of Invisalign’s brand, and included such phrases as “The official smile of Carolina Hurricanes” and “Winning smiles start with Invisalign clear aligners.”
To reach dentist offices during the NFL season, speed was essential, so BrandMuscle sent 3,000 kits directly to Align’s top dentists. For 20 years, BrandMuscle’s quick-turnaround and high-impact print capabilities have allowed brands to overcome the challenges of print execution. BrandMuscle’s 35,000-square-foot digital print and production facility performs high-volume, high-quality print jobs with a 99.7% error-free accuracy rate. Collaboratively, we also produced and warehoused co-branded NFL merchandise for partner dentist offices, placing the Invisalign logo beside the NFL’s instantly recognizable logo on shirts, coats, caps, and footballs. Combined with social media assets and Align’s national advertising during NFL games, the sponsorship messaging could reach potential customers at the local level.