Sensodyne True White

Sensodyne, the toothpaste brand for sensitive teeth, launched its True White whitening toothpaste globally by establishing it in a new ‘super premium’ tier.

Design consultancy: InterbrandAdvertiser: GSK

Executive Summary

Sensodyne is the market leader in toothpaste for sensitive teeth. The challenge for GSK is that customers switch to more cosmetic brands when sensitivity passes, even though high-abrasive whitening products lead to sensitivity.

In 2013, a new break-through low-abrasive formulation enabled the creation of a dual-action product for sensitivity and whitening – with no compromise. The opportunity was to develop a 'super-premium' brand that could compete as a whitening toothpaste while leveraging Sensodyne's credentials in sensitivity: a brand to which episodic customers would stay loyal. The aim was to increase...

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