Sensodyne Complete Protection: Targeting sensitivity and other oral care needs

This case study shows how Sensodyne, the GSK-owned toothpaste brand, launched a new premium range of dental care products by communicating seven product benefits, increasing global share to 9.4%.

Sensodyne Complete Protection: Targeting sensitivity and other oral care needs

Campaign details

Category name: Personal goodsAgency: InterbrandAdvertiser: GlaxoSmithKline

Executive summary

GSK approached Interbrand to create a compelling identity for a new premium range of Sensitivity oral care products, to sit within the 'Advanced' pillar of the existing Sensodyne portfolio – already the world's No. 1 Sensitivity Toothpaste Brand. The task was to position the range – amongst users who only tend to use the product 'in extremis' – as a complete oral care solution, offering superior cleaning AND sensitivity protection, suitable for everyday use.

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