Campaign details

Brand: Sensodyne
Brand owner: GlaxoSmithKline
Lead agency: Mindshare Indonesia
Contributing agencies: Havas Creative Agency
Country: Indonesia
Industries: Oral Health
Media channels: Mobile & apps, Online video, Social media
Budget: Up to 500k

Executive Summary

The Ramadan month is one of the most important periods of the year in Indonesia, with people gathering with family and friends to celebrate the end of fasting each day. During this period, most people consume desserts like kolak, ice cendol, es buah, as well as hot food. This kind of food can trigger pain in people that suffer from sensitive teeth.

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy food during iftar (the evening meal breaking the fast) with the message 'Sensodyne helps you to be closer to your family and friends during iftar.' Naturally, with healthy teeth, people can smile, laugh and share happiness.