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KaVoOne of the leading professional dental brands in the world, KaVo has been manufacturing a line of premium equipment for the dental operatory in Europe since 1909; however, it didn’t enter the highly competitive North American market until the early 1970’s. KaVo Integrated Campaign FUSION conducted industry-wide market research that showed users wanted reliable, high-tech handpieces that withstood repeated sterilization cycles. Using this insight, FUSION positioned KaVo as a premium manufacturer of highquality handpieces, using the tag: “For dentists who insist on the best.” Print ads, collateral, website and trade PR were all used to communicate this position. (click on thumbnails below to view this complete gallery section)   |
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