Sensodyne: Dentist Pledge

This case study describes how Sensodyne, the toothpaste brand, sought to increase its market share in a crowded Singaporean market.

Sensodyne: Dentist Pledge

Kanika Manglik

Campaign details

Brand owner: GSKAgency: Mindshare SingaporeBrand: SensodyneCountry: SingaporeChannels used: Events and experiential, Newspapers, Public relations, Radio, TelevisionMedia budget: Up to 500k

Executive summary

Singapore is a tiny market with too many big brands. The toothpaste category is no different. Sensodyne has been the category leader for sensitive teeth for a long time, but in a tough market place competition (Colgate) turned attention to this segment with aggressive marketing that resulted in early gains for them.

To stem their share loss Sensodyne...

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