Sensodyne: Winning with a glass of chilled water

This case study describes how Sensodyne, the toothpaste brand, used practising dentists to build its 'sensitivity' credentials and grow market share in India.

Sensodyne: Winning with a glass of chilled water

Sumant Bhattacharya

Campaign details

Brand owner: GlaxoSmithKline Consumer HealthcareLead agency: Grey Worldwide IndiaBrand: SensodyneCountry: IndiaIndustry Oral healthChannels used: Cinema, Direct marketing, Email marketing , Events and experiential, Internet - general, Magazines - consumer, Outdoor, out-of-home, Packaging and design , Point-of-purchase, in-store, Print - general, unspecified, Product sampling, Public relations, Sales promotion, TelevisionMedia budget: 5 - 10 million

Executive summary

This case study describes how Sensodyne toothpaste was marketed in India using real dentists.

Most sensitivity sufferers in India were...

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