A world premiere with teeth. Schindler Parent develops market launch for new innovation. Z-Systems presents a world first in dental medicine. Z-Systems AG from Konstanz launched the first one-piece ceramic tooth implant made from zirconium oxide at the world’s biggest dentistry fair, the IDS in Cologne. The company’s premium image centred on the core brand promise of aesthetic perfection in dental medicine. To differentiate it from potential imitators, the company laid claim to the category of zirconium products by highlighting the ”Z“ in its brand logo. The world premiere in Cologne was advertised by Schindler Parent through brand-compliant advertisements, an exhibition stand, a new internet presence with an online shop for direct marketing, and an invitation mailing. The response in the specialist media and dentist profession was overwhelming.


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