The TV advert is set to add value to the £260m specialist oral care category by driving awareness with consumers who suffer from tooth sensitivity and educating them on the benefit of using an expert sensitivity toothpaste with all-round benefits, as part of an oral care regime.
The creative features an expert testimony from Marius McGovern, a dentist from Liverpool Dental Spa, advocating the use of Sensodyne Complete Protection to help manage sensitivity.
Hannah Gentleman, senior brand manager, Sensodyne comments, “We know that sensitivity sufferers believe they are missing out on the benefits of a regular toothpaste when they use a sensitivity product. New Sensodyne Complete Protection combines all the benefits of a daily toothpaste with an advanced technology called NovaMin, which is clinically proven to relieve the pain of sensitivity by building a protective layer over vulnerable areas of the tooth. With up to 70 per cent of the UK adult population suffering with sensitivity, and with only a third of these sufferers treating the condition, we feel there is a huge opportunity for us as a brand to drive category growth.”
Since its launch, Sensodyne Complete Protection has delivered sales of almost £1.4m to the category. With Sensodyne claiming 45 per cent share of the market, the advertising campaign is set to drive further growth of the category by bringing in new shoppers who do not want to compromise on the benefits of daily toothpaste.
Running for four weeks in three bursts across the year, the highly persuasive advert will illustrate the seven specifically designed benefits* of Sensodyne Complete Protection which consumers expect from their everyday paste:
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Creates a mineral layer over sensitive areas to shield the pain of sensitive teeth
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Strengthens and re-hardens enamel
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Gives a clean feeling
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Helps maintain healthy gums
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Freshens breath
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Helps control plaque
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Helps maintain natural whiteness
GSK also launched a £3.3m campaign in February to help retain sensitivity sufferers within the sensitivity category. Running throughout the year, the TV advert and accompanying print advertising will educate sensitivity sufferers by reinforcing the message that sensitivity is an ongoing condition that requires daily specialist care. Consumers are encouraged to brush twice a day with a Sensodyne desensitising toothpaste as part of an everyday oral care regime to prevent sensitivity from returning. As a market leader, Sensodyne is perfectly placed to educate and retain sporadic users and unlock incremental sales opportunities within the category.
Retailers are encouraged to stock up now on the broad Sensodyne range which is available across grocery, impulse, pharmacy and wholesale channels.