Sensodyne – Recommended by Dentists

Brand Name: Sensodyne – Recommended by Dentists
Advertiser: GlaxoSmithKline 
Agency: Grey Worldwide
Prize: Gold
Category: Pharma/Healthcare


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 with the only significant change being the advertising campaign featuring real dentists talking about why they recommend Sensodyne.