Retiring an Iconic Product:
The DentalEZ J-Chair
Over 50 years ago, the DentalEZ J-Chair revolutionized modern dentistry by allowing dentists to work from a seated position. When it came time to retire the J-Chair family, the DentalEZ marketing team wanted to alert its client base of the retirement, give them a chance to order one before they were gone, and introduce its next generation of dental chairs.
The asked VIG to devise a retirement campaign to meet their goals.
DentalEZ J-Chair Retirement Campaign
DentalEZ has been producing innovative products for dental professionals for more than 100 years. When its iconic J-Chair debuted in 1958, it revolutionized dentistry by allowing doctors full access to the mouth while seated on a stool, enhancing comfort and safety for providers and patients alike. Retiring the J-Chair line presented a unique marketing challenge: give the J-Chair a fitting sendoff while positioning the company’s new generation of chairs to take their place.
We created a campaign that combined a commemorative logo, banner ads, print advertising, and more.
Since DentalEZ pledged to continue to sell the J-Chair until the last remaining chair found its home, VIG created a commemorative logo to be embroidered on the last 100 J-Chairs.
We created a print advertorial for industry publications to publicize the retirement campaign. This advertorial lays out the history of the J-Chair and details of its retirement and introduces its replacement – the NuSimplicity™ patient chair.
VIG also created banner ads for digital use. We provided two versions that allowed DentalEZ to promote the retirement campaign across multiple channels.
The J-Chair was a revolutionary product that deserved a memorable sendoff. Our multimedia campaign helped DentalEZ ensure that the end of an era also marked a new beginning for its next generation of chairs.
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