New dental care brand Mint*d launches first campaign via Hardhat across OOH + 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.

The first Mint*d studio opened in Westfield Miranda in July. The chain will see Australians wave goodbye to drab, clinical and intimidating dental experiences and welcome a new, modern approach to oral hygiene. From affordable and transparent pricing and walk-in appointments Mint*d is dental done differently, reflected in Hardhat’s fresh, cheeky campaign.

Says Leah Elder, marketing manager at Mint*d: “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 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.”

Says Glenn Dalton, executive creative director, Hardhat: “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.”

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

Working closely with the client, agency 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.