GSK: Sensitivity-free food

Toothpaste brand, Sensodyne, partnered a molecular gastronomist chef on its Sensitivity-Free Food campaign to highlight its product benefits in the UAE.

Campaign details

Brand: GlaxoSmithKlineBrand owner: GlaxoSmithKlineEntrant company: Wunderman Thompson, DubaiIdea creation: Wunderman DubaiMarket: United Arab EmiratesSector: Oral healthMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

We created Sensitivity-Free Food, a world-first launch of unique food products for Sensodyne. Partnering with a chef specialised in molecular gastronomy, three popular foods that spark sensitivity pain were modified: ice cream, lemonade and coffee. Since our audience mainly avoided cold, acidic and hot foods, these were perfect for attracting maximum eyeballs and...

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