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Align Technology, Inc. Launches First-Ever Consumer Ad Campaign for An Orthodontic Product; $40 Million National Ad Campaign Tells Consumers Of New, Invisible Way to Straighten Teeth.

NEW YORK, Sept. 19 /PRNewswire/ --

In less than a year, Align Technology, Inc. has trained more than 50% of all U.S. orthodontists to straighten teeth using the revolutionary Invisalign System(TM).

Starting Tuesday, September 19, 2000, Align will run a $40 million national print and broadcast campaign designed to appeal to consumers who want straight teeth without unsightly metal. Ads will run on major cable networks including VH-1, TNT, E!, and A&E. Network coverage includes spot buys in major markets (including New York City and Los Angeles) on top-rated programming such as NBC-TV's "Friends," the Summer Olympics, and Fox-TV's "Ally McBeal." On the print side, consumer magazine ads will appear in major publications from "Vanity Fair" to "GQ," to "People" to "Modern Bride."

"Viewers who see our advertising will learn that now, with Invisalign(R), they can have a beautiful smile without anyone knowing they are getting their teeth fixed," said Kelsey Wirth, President of Align Technology.

Invisalign was launched commercially 14 months ago and more than six thousand patients are in treatment.

The Invisalign treatment process is quite simple: the patient wears a set of "aligners" (usually one on the upper teeth, one on the lower) for approximately two weeks before switching to the next in the series. Each "aligner" moves the teeth (millimeter by millimeter) until the desired state of straight teeth is achieved. Thanks to high-end computer graphics technology, each "aligner" in the series is custom-made for each patient.

"We expect the advertising to educate consumers about an option to straighten teeth that is many times more attractive than the metal alternative," said Zia Chishti, CEO of Align Technology.

According to dollar estimates provided by Nielsen Media Research, the ad campaign is equivalent in size to that of Shell Oil, Northwest Airlines, the non-internet portion of Amazon.com and is larger than that of Yahoo.
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Publication:PR Newswire
Geographic Code:1USA
Date:Sep 19, 2000
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