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SAN FRANCISCO-Gardner, Geary, Coll & Young here spices up and simplifies a decades-old tagline for Delta Dental Plan of California in a statewide branding campaign, breaking Feb. 18 with a new 60-second TV spot.
The streamlined phrase “We keep you smiling” replaces the old version, “We have a plan to keep you smiling.” The theme of the campaign is, “No one protects you like Delta Dental.”
“It was time to come up with something more relevant and up-to-date, that would stick in the minds of consumers,” said Gayle Geary, GGC&Y vice president and director of marketing services.
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