WESTERN DENTAL & ORTHODONTICS

CHEW ON

CHALLENGE

Western Dental stands as one of the nation’s largest dental providers, serving more than 200 offices across Western and Southwestern United States. Yet, as a century-old leader with unmatched access and reach, the brand was frequently misunderstood and undervalued for its impact on community health. In a marketplace crowded with similar “smile” messaging, Western Dental was frequently seen as a low-cost option rather than a trusted advocate for individuals and families. The challenge was to transform a fragmented perception into a compelling, far-reaching brand platform, one that clearly articulated Western Dental’s deeper role in advancing the health and vitality of the communities it serves.

OUTCOME

Maricich Health reframed Western Dental as the people’s advocate for lifelong oral health and fitness, starting with a comprehensive discovery process and launching a new brand platform and integrated campaign anchored by the tagline Chew On. Grounded in research and built around the “happy, truthful warrior” brand personality, the campaign humorously and heroically celebrated teeth as essential to living life fully with “chew, bite, munch, smile, and speak” and positioned Western Dental as the champion for public health and well-being. A comprehensive rollout spanned TV, digital video, radio, outdoor, print, transit, digital display, social integration, grassroots tools, and internal brand-launch programs that united all sub-brands and markets under one message. Together, these marketing executions reintroduced Western Dental as a purpose-driven, culturally connected brand committed to healthier and inclusive families.