Sensodyne Complete Protection: Targeting sensitivity and other oral care needs
Campaign details
Category name: Personal goodsAgency: InterbrandAdvertiser: GlaxoSmithKline
Executive summary
GSK approached Interbrand to create a compelling identity for a new premium range of Sensitivity oral care products, to sit within the 'Advanced' pillar of the existing Sensodyne portfolio – already the world's No. 1 Sensitivity Toothpaste Brand. The task was to position the range – amongst users who only tend to use the product 'in extremis' – as a complete oral care solution, offering superior cleaning AND sensitivity protection, suitable for everyday use.
In addition to firmly...