Sensodyne - Recommended by Dentists

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.

Sensodyne – Recommended by Dentists

Brand Name: Sensodyne – Recommended by DentistsAdvertiser: GlaxoSmithKline  Agency: Grey WorldwidePrize: GoldCategory: Pharma/Healthcare

SUMMARY

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% (see Figure 1) and value market share by 1.1% (see Figure 2). This was achieved without product launches and...

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