Smmmile was founded in 2021 to give everyone access to straight and healthy teeth by offering Invisalign and cosmetic dentistry at affordable prices through a network of city center smile boutiques. Smmmile’s mission was to offer the most beautiful smile with the best experience at the most competitive price.
In doing so, the goal was to create longer-lasting relationships with their customers for their aesthetic dental needs (from teeth straightening and retention to whitening, bonding and oral hygiene).
By the end of 2021, Smmmile had opened its first two Smmmile stores in central locations in Newcastle and Bristol and were looking to expand. They wanted to create an unprecedented store and online experience for consumers who were looking at improving their smile.
However, the brand needed a lift in terms of brand identity, positioning, value proposition and messaging in order to be able to clearly communicate the uniqueness of Smmmile. The team quickly realized that it needed the right foundations in place in order to maximize their impact in market and expand to other UK cities.
To ensure its expansion success, Nextrday helped Smmmile to completely reset its strategy, brand positioning and go-to-market approach.