Sensodyne: Dentist Pledge

Kanika Manglik

Campaign details

Brand owner: GSK
Agency: Mindshare Singapore
Brand: Sensodyne
Country: Singapore
Channels used: Events and experiential, Newspapers, Public relations, Radio, Television
Media 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 decide to fight back. Faced with the challenge of constrained budgets, the brand decided to think out of the box, implement an unconventional endorsement approach and undertake an exclusive media partnership to maximize the impact of its campaign.