PRESSIUS RELEASUS

May 14, 2008 – Cincinnati, Ohio – Novamin selects locally based advertising firm, the Creative Department, to introduce revolutionary tooth care ingredient.

Although based in Gainesville, Florida, Novamin Technology, Inc. is having a positive, worldwide impact. Its product, also called Novamin, is an ingredient now being added to select tooth care products to help brighten, strengthen and desensitize teeth. Clinical studies have shown its restorative properties to be amazingly effective.

“Think of Novamin the way you would Fluoride,” explains Anibal Manzo, Marketing Manager of Novamin. “It’s a breakthrough ingredient that should be in every major tooth care product in the next few years.”

The Creative Department was asked to come on board to spread the good word. Agency and client agreed that the first phase should start with print ads targeting dental hygienists in the US. The campaign will extend internationally in the end of this year. Each of several ads takes an amusing, creative approach, featuring the headline, “Very soon, it will be hard to imagine a world before Novamin.” The accompanying visual is a historical icon with a big, toothy grin. Some of the images are the faces on Mt. Rushmore, the Easter Island statues, and possibly King Tut, Napoleon and Marie Antoinette.

“This is no ordinary news,” says Steve Deiters, Creative Director and Partner at The Creative Department. “So the ads have to stand out. They have to feel innovative, themselves.”

The ads invite the reader to visit NovaMin.com to get the whole story, clinical proof and names of current products that, in the brand’s words, are “Powered By Novamin.” The creative has gone over so well, requests have been made for screensavers and desktop images of the ads.

“Novamin’s already in products in twenty countries,” adds Deiters. “This campaign will be the next step toward getting it in more products and, eventually, more mouths where it’s needed.”

Founded in 1992, the Creative Department is an award-winning ad agency that has built business by breathing life into brands and framing communications in delightfully compelling ways – whether traditional, interactive, or guerrilla. Their rebel band of 20 (and counting) highly creative individuals includes creative directors, brand directors, writers, art directors, content managers, project managers, designers, and interactive marketers and developers. Their now-bursting portfolio includes advertising campaigns for the world’s best clients including St. Elizabeth Medical Center and Schmitt Söhne Reisling, website launches for Silkflowers and i-wireless, as well as local initiatives with Busken Bakery, the Fine Arts Fund, and several divisions of Procter & Gamble. For more information visit www.creativedepartment.com.