Sensodyne: Solving a real problem

This case study explains how Sensodyne, the toothpaste brand for sensitive teeth, used TV ads featuring dentists to increase sales in France, Italy and the UK in a long-term strategy.

Sensodyne: Solving a real problem

Campaign details

Brand: SensodyneAgency: GREY LondonAdvertiser: GSK SensodyneCountry: United Kingdom

Campaign Background & Summary

THE OPPORTUNITY

Has a hot drink or cold ice cream ever hurt your teeth? This is Dental Hypersensitivity - a painful sensation, caused by the exposure of microscopic holes in your teeth, normally protected by enamel. Sensitivity toothpaste addresses the cause and stops the pain.

Sensodyne, a specialist sensitivity toothpaste, was launched in 1961 by Block Drug. The brand had limited distribution and as a therapeutic product relied largely on dentists to recommend it...

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