It’s hard to be noticed in the toothpaste market, when ad campaigns are all similar. We needed to show that Sensodyne is the only clinically proven product to treat tooth sensitivity in an original way.
People suffering from sensitive teeth think the food is responsible for their pain and therefore they blame it. In fact, tooth sensitivity is caused by other conditions. So we created an online conversation based on the science of food and social advocacy, talking about our proposition and showing people how easy is to get back to their favourite food again with Sensodyne. Using different digital executions we created an integrated campaign that restored food reputation.