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312.222.2500 Symmetri Marketing Group, LLC
40 E Huron Street, Suite 7D
Chicago, Illinois60611  

Dentists will be glued to their screens learning about Calibra Cements.
  • Social Media
  • B2B Brand Development
  • Web + Mobile
  • Digital Marketing
  • Content Creation
  • Performance Reporting






Dentsply Sirona, a leading provider of dental restorative materials, was losing share in the $78 million dental cements market. An arresting and memorable campaign was needed to position the new Calibra Universal product as the standout choice for ease-of-use in practically any restoration and to drive leads through sample requests. 



A radically simple campaign theme – “It’s a Snap!” – evokes the core benefits that set Calibra Universal apart from competitors. It offers the quickest, easiest cleanup, a major concern when excess hardened cement can compromise the success of the restoration. And it’s the one simple product that works best in case after case.




Getting to meaningful interactions.

Arresting and unexpected, “It’s a Snap!” is fun, memorable, yet perfectly attuned to the dentist’s clinical concerns. And the theme works seamlessly across channels and executions – engaging ads, social interactions, an informative microsite and even an unforgettable video that has viewers literally snapping their fingers.


Within the first year after launch, the campaign saw impressive results:
4,250+ sample requests
108,000+ microsite visits
55,000+ video views
40% email conversion rate
2.6 million+ Facebook impressions
3x increase in market share – and growing