From message fatigue to category leadership: a global campaign that re-launched a mature brand

Roxolid — Straumann's flagship implant material — was losing cut-through in a market that had moved against it: cheaper high-strength titanium alternatives had entered, customers were more price-sensitive post-COVID, and local teams' attention had shifted to newer implant launches. The brand needed a full reset — one story system that could scale from a single global reveal moment to dozens of local markets, across physical and digital channels, without fragmenting into 20 disconnected assets.

Recognised that repeating "stronger than titanium" wouldn't be enough — the task was to protect Roxolid's core strength equity while expanding the story into biological differentiation. Briefed the agency, set the release calendar, ran local market rollout across two phases. Pre-EAO, a family of emotional "5th Element" films (fire, water, wind, earth) rebuilt brand desire before any claim landed. At EAO, unveiled two flagship reels — "Stronger than Titanium," built around a mechanical press breaking before the Roxolid implant did, and a new 10-year data film (98.9% Roxolid vs. 95.8% titanium survival). Post-congress, a second wave shifted the story from strength to biological superiority and immune-system favourability — putting Roxolid in a different league, with momentum that long outlasted the congress spike. The creative captured attention; the evidence gave local teams a credible reason to reopen customer conversations.

Roxolid returned to growth, up 16% post-launch. The campaign gave the brand new commercial energy: landing page traffic exceeded the previous SLActive vs. TiUltra campaign record, local markets reported strong customer interest and event attendance, and sales teams had a fresh, credible topic to open doors with competitive accounts. The "strong and biologically superior" platform also outlived the campaign itself — it became the biologic proof point carried into Straumann's next-generation iExcel system (BLX, TLX, BLC, TLC, 2024).