By Allison Watkinson
TLL Reporter
Align Technology and Disney have launched a collaborative partnership that brings the Invisalign brand to the Freakier Friday film.
The partnership features a large-scale marketing campaign that is designed to appeal a broad range of audiences and demographics.
Many of the activations focus on lead actress Julia Butters, who is a real-life user of the Invisalign clear aligner system.
The lisenced marketing campaign will span product placement, co-branded advertisements, social media activations, celebrity endorsements and more.
“I’m so excited to be a part of this iconic ‘Freakier Friday’ cast and to partner with the Invisalign brand,” said Butters. “For me, feeling confident is so important, both on and off screen. My Invisalign treatment has been such a positive experience, and I love how quickly it enhanced my smile. I hope my experience encourages other teens to consider Invisalign clear aligners and see just how easy it is to achieve their own smile goals.”
Some of the highlights from the marketing program include a Snapchat AR lens, an online sweepstakes, promotional materials for doctors, behind-the-scenes film content and a wide variety of social media activations.
Created alongside the Invisalign Smile Squad team, the branded social media content will be published across the official channels for Disney, Invisalign and Julia Butters.
In addition, Invisalign Smile Squad partners Vidya Gopalan and Taylen Biggs will attend Disney’s official premiere for Freakier Friday to conduct celebrity interviews with attendees on the red carpet.
“Partnering with both Julia Butters, a true Invisalign clear aligner teenage customer, and Disney on ‘Freakier Friday’ presented a powerful opportunity to celebrate confidence and self-expression in people of all ages, from nostalgic movie fans to new generations discovering the magic of this beloved film,” said Align Technology SVP, Kamal Bhandal. “This collaboration has been a dynamic way to highlight how Invisalign treatment not only is an effective way for teens to transform their smiles but also seamlessly fits into their lives,” added Bhandal. “Invisalign treatment also offers the added benefit of better oral hygiene, reinforcing our commitment to helping teens own their confidence that starts with a smile.”
Align Technology specializes in the design and manufacturing of proprietary technology and services for the dental and orthodontic market.
Directed by Nisha Ganatra, Freakier Friday is an upcoming fantasy-comedy film that serves as a sequel to Disney’s 2003 movie, Freaky Friday.
The story picks up years after the characters endured their original body-swapping crisis with a new misadventure that helps their merging family navigate new relationship dynamics through self-discovery, empathy and chaos.
Image Source: Disney/Align Technology (BusinessWire).
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