Opportunity
Dentsply Sirona wasn’t just launching a new product—they were challenging a long-accepted standard in endodontics.
With most clinicians unaware that traditional cleaning can leave up to 35% of canals untouched, the opportunity was to expose a hidden gap, redefine expectations for performance, and drive adoption within an already familiar system.
Insight:
Reframing a hidden gap turns a product feature into a must-have solution.
SOLUTION
Yes& partnered with Dentsply Sirona to launch the SmartLite® Pro EndoActivator™ through an integrated campaign designed to challenge assumptions and drive adoption. Anchored by Shake Up Your Idea of Clean, the work reframed clinical expectations, clarified performance benefits, and activated existing users with a global toolkit supporting consistent, high-impact rollout.
THE RESULTS
Elevated awareness
of the SmartLite Pro EndoActivator™
Strengthened sales confidence
across global teams
Repositioned the product
as a meaningful advancement in endodontic cleaning
