Sensodyne: Solving Problems, Not Selling Benefits

This case study shows how Sensodyne, a toothpaste brand, increased sales and maintained market leadership with a 10 year campaign in the UK to raise awareness about tooth sensitivity.

Sensodyne: Solving Problems, Not Selling Benefits

Principal author: Catherine McPherson, Grey LondonContributing authors: Brooke Elmlinger and Matt Gladstone, Grey London

Summary

The body of our story starts in 2001, when GSK acquired the Sensodyne brand and identified its vast untapped potential.

It concludes roughly 15 years later at the point where profit generated from the brand's long-standing campaign has been calculated at$133.2 million1

In 2001, around 33% of people suffered from tooth sensitivity. But only 5% used Sensodyne.

The growth strategy was penetration – getting more people to use the brand – initially rapidly growing market...

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