Brand Tone

Authoritative and Credible, Confident and Reassuring, Innovative and Advanced, Athlete-Centric and Practical, Direct and Informative

Brand Values

• •Safety and Protection
• •Innovation and Technology
• •Comfort and Performance
• •Quality and Trust
• •Accessibility and Ease of Use

Best Practices

• •Always lead with or prominently feature the ADA Seal of Acceptance and other endorsements.
• •Consistently message the dual benefit of top-tier safety and the ability to perform (breathe, speak, drink comfortably).
• •Avoid overly technical jargon but confidently explain the benefits of features like Vistamaxx™ and the easy molding process. Be direct about the protection offered.
• •Speak to the needs and aspirations of athletes – performance, focus, safety, and comfort. Use active voice and inspiring, yet reassuring, words.
• •Provide clear instructions, highlight benefits for specific needs (like braces), and ensure information is easily accessible, reinforcing the brand as an expert and reliable resource.

Social Perception

Trusted Protection, High Quality and Effective, Good for Braces, Comfortable and Non-Obstructive, Innovative Material, Positive Athlete Experiences

Copy Examples

• •Headline: ADA Accepted. Athlete Approved. Unrivaled Protection. Body: Don't compromise on safety. Game On® is the ONLY mouthguard with the ADA Seal of Acceptance, crafted with Vistamaxx™ for 2X the impact absorption. Breathe, speak, and dominate. Your game just got safer.
• •Headline: Focus On Your Game, Not Your Guard. Body: Experience the Game On® difference. Our slim, custom-fit mouthguards mold perfectly in minutes (no boiling!) and stay locked in. So comfortable, you'll forget it's there – until it saves your smile.
• •Headline: Braces? No Problem. Protection? Guaranteed. Body: Keep your smile protected throughout your orthodontic journey. Game On® Mouthguards are easily remoldable to adapt to changing teeth, providing continuous ADA-accepted safety and comfort.
• •Headline: The Science of a Safer Smile. The Art of Peak Performance. Body: Engineered by dental experts with advanced Vistamaxx™ polymer, Game On® delivers superior shock absorption without the bulk. Communicate clearly, hydrate easily, and play fearlessly.
• •Headline: Trusted by Pros. Designed for You. The Only ADA Accepted Mouthguard. Body: From the U.S. Lacrosse National Teams to athletes everywhere, Game On® is the choice for superior dental protection. Get the confidence that comes with the ADA Seal of Acceptance.