Sensodyne: Solving Problems, Not Selling Benefits
Principal author: Catherine McPherson, Grey LondonContributing authors: Brooke Elmlinger and Matt Gladstone, Grey London
Summary
The body of our story starts in 2001, when GSK acquired the Sensodyne brand and identified its vast untapped potential.
It concludes roughly 15 years later at the point where profit generated from the brand's long-standing campaign has been calculated at$133.2 million1
In 2001, around 33% of people suffered from tooth sensitivity. But only 5% used Sensodyne.
The growth strategy was penetration – getting more people to use the brand – initially rapidly growing market...