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...