{"id":25938,"date":"2023-06-07T10:26:42","date_gmt":"2023-06-07T17:26:42","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25938"},"modified":"2026-01-28T09:50:20","modified_gmt":"2026-01-28T09:50:20","slug":"invisalign-fights-teen-braces-drama","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/invisalign-fights-teen-braces-drama\/","title":{"rendered":"With Music out of Butter Music + Sound, Invisalign Fights Teen Braces Drama In Social Media Campaign via MediaPost"},"content":{"rendered":"

\"\"<\/p>\n

Seen the trailers for \u201cBreaking the Band<\/a>\u201d and \u201cConcession Stand Blues<\/a>\u201d? Thought not, but then again, they\u2019re targeted to teens.<\/p>\n

They\u2019re also not real movie trailers, but social media videos promoting the advantages of Invisalign clear dental aligners over metal braces.<\/p>\n

Each fake film being previewed is tagged as \u201cA Braces Drama,\u201d part of Invisalign\u2019s current \u201cStay Clear of Drama\u201d campaign which evolved out of last year\u2019s \u201cDrama Free\u201d campaign.\u201d<\/p>\n

\u201cWill braces drama stand in the way of love?\u201d asks Invisalign at the two trailers\u2019 YouTube posts. \u201cPop out your Invisalign aligners and eat the foods you love.\u201d<\/p>\n

\u201cIn \u201cConcession Stand Blues,\u201d a victorious high school football player gets handed a large heart-shaped candy concoction by a smitten girl. \u201cOnly one thing can stand in the way of love,\u201d says the voiceover as the boy bites down, revealing his braces. \u201cEat the food you love with Invisalign.\u201d<\/p>\n

More \u201ctrailers\u201d are on the way soon, Raj Pudipeddi, chief marketing officer of Invisalign parent Align, tells\u00a0Marketing Daily.<\/p>\n

He says the campaign is the latest phase of Invisalign\u2019s marketing to teens, which began in 2020 with a\u00a0spot<\/a>\u00a0exclaiming \u201cInvis is not your parents\u2019 braces\u201d and showing two kids with metal braces using a dial-up modem, deemed an old technology just like braces.<\/p>\n

The next campaign, Pudipeddi says, \u201chumanized the insight\u2026In a teen\u2019s life, it\u2019s all drama, so we came up with \u2018Invis is Drama Free.\u2019\u201d<\/p>\n

This year\u2019s campaign, Pudipeddi continues, goes \u201cone step further\u201d by \u201cactually showing how Invisalign is so much better than braces in a relatable and funny way.\u201d<\/p>\n

In addition to the pseudo movie trailers, Invisalign is leaning heavily into influencer marketing this time around, inviting six popular young Invisalign users to create their own TikTok and Instagram versions of the trailers as well as their own takes on using Invisalign.<\/p>\n

Here’s Symonne Harrison\u2019s\u00a0post<\/a> on eating gummies: \u201cI\u2019m kind of craving something sweet. Can you eat gummies with braces?,\u201d she asks. \u201cThanks to my Invisalign aligners, I can eat anything I want, including gummies<\/p>\n

Invisalign will only work with influencers who actually use the aligners, who Pudipeddi says are found in two ways: \u201cSome actually use Invisalign and really love it and reach out to us,\u201d while others are identified by the brand as potential users \u201cwho we can reach out to and say, we\u2019d love to have you for an influencer, would you agree to use Invisalign\u201d?<\/p>\n

Invisalign is working with three Publicis Group agencies on the campaign: Digitas for creative, Starcom for media, and MSL for public relations.<\/p>\n

Seeking Alpha last year called Align a \u201cprofit machine\u201d and the \u201cundisputed category leader in clear aligners,\u201d which as a category \u201care used in less than 20% of orthodontic cases.\u201d But clear aligners are clearly a growth industry.<\/p>\n

\u201cThe orthodontic industry has become one of the most prominent sectors in healthcare, and Align Technology\u2026 is riding high on the wave of popularity with its cutting-edge braces technology,\u201d Yasmim Mendon\u00e7a wrote last week (May 30) in <\/i>Best Stocks.<\/p>\n

MarketResearch.biz says the global clear aligners market is expected to grow at 26.5% annually, from $4.8 billion in 2022 to over 47.7 billion in 2032.<\/p>\n

The research firm also pegged the adult share of the global clear aligner market at 65.2% in 2022.<\/p>\n

But Align, as evidenced by its current campaign, clearly sees teens as a prime target.<\/p>\n

\u201cBased on the most recent Gaidge practice analysis tool that collects and consolidates data from approximately 700 ortho practices in North America, overall, new patient flow and adult exams were lower this period, while teens outpaced adults,\u201d Align President and Chief Executive Officer Joseph M. Hogan said during the firm\u2019s first quarter 2023 earnings call in March.<\/p>\n","protected":false},"excerpt":{"rendered":"

Seen the trailers for \u201cBreaking the Band\u201d and \u201cConcession Stand Blues\u201d? Thought not, but then again, they\u2019re targeted to teens. They\u2019re also not real movie trailers, but social media videos promoting the advantages of Invisalign…<\/p>\n","protected":false},"author":2,"featured_media":25940,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,217,256,268,270],"tags":[248,257,267,276,3641,3642,3643,3644],"class_list":["post-25938","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-ads","category-butter","category-music","category-music-sound-design","tag-ad","tag-butter-music-sound","tag-los-angeles","tag-sound-design","tag-braces","tag-dental-aligners","tag-invisalign","tag-social-media-campaign"],"yoast_head":"\nWith Music out of Butter Music + Sound, Invisalign Fights Teen Braces Drama In Social Media Campaign via MediaPost<\/title>\n<meta name=\"description\" content=\"Invisalign launches a new social media campaign to help fight the teen braces drama with 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