Align Technology is ‘Made to Move’ at IDS Cologne

Align Technology announces new global brand identity and advertising campaign for Invisalign clear aligners at IDS

The ‘Made to Move’ campaign is the company’s first integrated campaign designed to assert the unique strengths of the Invisalign brand and product, and reinforce Align’s commitment to establishing clear aligner therapy as the standard of care for orthodontics.

Move forward and advance

The Invisalign ‘Made to Move’ brand campaign focuses on the innate desire that all people have to move forward and to advance in life, and highlights the powerful role a smile can play in every aspect of life. The new brand identity and campaign is designed to create strong emotional connections with audiences around the world while also bringing Align’s digital technology to life in a way that is meaningful to dentists and consumers.
‘More than four million patients worldwide have chosen a ‘digital’ approach to moving teeth with Invisalign clear aligners instead of traditional braces,’ said Align Technology chief marketing officer, Raphael Pascaud. ‘Our decision to make an investment in unifying brand communications globally reflects the consistent themes and benefits we see across all customers and potential patients worldwide. As a brand, we are about more than just moving teeth. We are about transforming lives and moving our entire industry forward.’

‘Omni-channel strategy’

The campaign kicks off in Europe as of May using an omni-channel strategy providing dentists and consumers with information about Invisalign treatment and its benefits, when and where they want it. The company’s goal is to create a seamless brand experience wherever the Invisalign brand is encountered across the globe, and create a much broader, deeper awareness of the benefits of treatment with Invisalign clear aligners.

Visit the Invisalign booth at Hall 2 Stand D010 – F029 at IDS show to get a sneak preview of the new Made to Move Invisalign brand.

For more information visit and

Become a Dentistry Online member

Become a member
Add to calendar