Sensodyne Pronamel launch: Gaining and maintaining a first-mover advantage

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.

Sensodyne Pronamel launch: Gaining and maintaining a first-mover advantage

Principal author: Rachel Walker, Grey LondonContributing authors: Lucy Jameson, Matthew Gladstone and James Appleby, Grey London; Claire Taylor, MediaCom Business Science; Mita Shaha, GlaxoSmithKline

First-mover or fast follower

Being a first-mover isn't for everyone with all the risk, hard work and investment required. Why be a pioneer when you could be a fast follower instead, learning from someone else's mistakes and benefiting from their efforts?

This paper tells the story of how first-mover, Sensodyne Pronamel, created a new toothpaste category. This meant addressing an invisible and unknown oral...

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