From Minnow to Giant
From Minnow to Giant
From Minnow to Giant
GSK // GLOBAL REPOSITIONING OF SENSODYNE
GSK // GLOBAL REPOSITIONING OF SENSODYNE
2011
2011
Originally a small player in a niche category, Sensodyne is today a $2.8b+ brand globally, and the leader in dental hypersensitivity worldwide for Haleon, formerly GSK consumer care, with over 20% share.
Originally a small player in a niche category, Sensodyne is today a $2.8b+ brand globally, and the leader in dental hypersensitivity worldwide for Haleon, formerly GSK consumer care, with over 20% share.
Originally a small player in a niche category, Sensodyne is today a $2.8b+ brand globally, and the leader in dental hypersensitivity worldwide for Haleon, formerly GSK consumer care, with over 20% share.
The fastest selling toothpaste of all time.
The fastest selling toothpaste of all time.
The fastest selling toothpaste of all time.
Sensodyne Repair & Protect achieved double digit compounded annual growth, with the rebrand winning the DBA Design Effectiveness Award, as well as securing the UK Marketing Society Grand Prix Award.
Sensodyne Repair & Protect achieved double digit compounded annual growth, with the rebrand winning the DBA Design Effectiveness Award, as well as securing the UK Marketing Society Grand Prix Award.
Sensodyne Repair & Protect achieved double digit compounded annual growth, with the rebrand winning the DBA Design Effectiveness Award, as well as securing the UK Marketing Society Grand Prix Award.
Turning an unmet need into commercial success.
Turning an unmet need into commercial success.
Turning an unmet need into commercial success.
GSK acquired Sensodyne from the Block Drug in 2000. Its analysis showed that a third of adults globally suffered from dentine hypersensitivity, but did nothing about it, and did not associate its treatment with a toothpaste. Sensodyne had just 5% penetration of the category. Bluemarlin and Grey Advertising were brought in to turn this unmet need state into a commercial success.
GSK acquired Sensodyne from the Block Drug in 2000. Its analysis showed that a third of adults globally suffered from dentine hypersensitivity, but did nothing about it, and did not associate its treatment with a toothpaste. Sensodyne had just 5% penetration of the category. Bluemarlin and Grey Advertising were brought in to turn this unmet need state into a commercial success.
GSK acquired Sensodyne from the Block Drug in 2000. Its analysis showed that a third of adults globally suffered from dentine hypersensitivity, but did nothing about it, and did not associate its treatment with a toothpaste. Sensodyne had just 5% penetration of the category. Bluemarlin and Grey Advertising were brought in to turn this unmet need state into a commercial success.
Bringing Dentist expertise & authority out of the surgery.
Bringing Dentist expertise & authority out of the surgery.
Bringing Dentist expertise & authority out of the surgery.
Non-users held the key to exponential growth, as they thought their pain was food and drink related, and not because of exposed dentine. Our strategy was to ‘bring the Dentist out of the surgery’, communicating expertise and authority in treating sensitive conditions, creating a unifying global ‘educational’ platform from which to build brand awareness, and drive demand.
Non-users held the key to exponential growth, as they thought their pain was food and drink related, and not because of exposed dentine. Our strategy was to ‘bring the Dentist out of the surgery’, communicating expertise and authority in treating sensitive conditions, creating a unifying global ‘educational’ platform from which to build brand awareness, and drive demand.
Non-users held the key to exponential growth, as they thought their pain was food and drink related, and not because of exposed dentine. Our strategy was to ‘bring the Dentist out of the surgery’, communicating expertise and authority in treating sensitive conditions, creating a unifying global ‘educational’ platform from which to build brand awareness, and drive demand.
Reassuring clinical expertise with cosmetic professionalism.
Reassuring clinical expertise with cosmetic professionalism.
Reassuring clinical expertise with cosmetic professionalism.
Our brand archetype became the sage, a clinical expert with cosmetic professionalism, driving consumer interest to discover more about their condition and Sensodyne’s effective solutions.
Creatively this led us to renovate the brand marque and strengthen the semiotic protective meaning of our recognised logo equity ‘rings’, that are intrinsic to Sensodyne’s identity and past communication. They promise infinite, targeted and absolute protection from pain, and continual reassurance.
Our brand archetype became the sage, a clinical expert with cosmetic professionalism, driving consumer interest to discover more about their condition and Sensodyne’s effective solutions.
Creatively this led us to renovate the brand marque and strengthen the semiotic protective meaning of our recognised logo equity ‘rings’, that are intrinsic to Sensodyne’s identity and past communication. They promise infinite, targeted and absolute protection from pain, and continual reassurance.
Our brand archetype became the sage, a clinical expert with cosmetic professionalism, driving consumer interest to discover more about their condition and Sensodyne’s effective solutions.
Creatively this led us to renovate the brand marque and strengthen the semiotic protective meaning of our recognised logo equity ‘rings’, that are intrinsic to Sensodyne’s identity and past communication. They promise infinite, targeted and absolute protection from pain, and continual reassurance.
We harmonised all global markets to a consistent new identity and portfolio architecture, that laddered up from Everyday care, through Rapid Relief platform to a new super premium Repair & Protect advanced formula Novamin.
This top tier product utilised an innovative ‘fresnel lens’ printing technique that created a 3d effect on a 2d surface. Impactful at point of sale, this dramatisation of the tooth allowed us to explain symptom and cure in an engaging scientific way that supported efficacy claims, and justified higher price.
This design equity became the key visual component of all integrated communications and channel activation materials, across the globe.
We harmonised all global markets to a consistent new identity and portfolio architecture, that laddered up from Everyday care, through Rapid Relief platform to a new super premium Repair & Protect advanced formula Novamin.
This top tier product utilised an innovative ‘fresnel lens’ printing technique that created a 3d effect on a 2d surface. Impactful at point of sale, this dramatisation of the tooth allowed us to explain symptom and cure in an engaging scientific way that supported efficacy claims, and justified higher price.
This design equity became the key visual component of all integrated communications and channel activation materials, across the globe.
We harmonised all global markets to a consistent new identity and portfolio architecture, that laddered up from Everyday care, through Rapid Relief platform to a new super premium Repair & Protect advanced formula Novamin.
This top tier product utilised an innovative ‘fresnel lens’ printing technique that created a 3d effect on a 2d surface. Impactful at point of sale, this dramatisation of the tooth allowed us to explain symptom and cure in an engaging scientific way that supported efficacy claims, and justified higher price.
This design equity became the key visual component of all integrated communications and channel activation materials, across the globe.
“The new identity created a level of sophistication and authority never seen before in the oral care category, demonstrating that consumers will pay a premium for an efficacious solution to everyday problem. It drove significant growth and profitability for GSK, and premium margin for Retail customers, as well as providing a brand and range Dentists were happy to endorse, and additionally sell through their surgeries”.
“The new identity created a level of sophistication and authority never seen before in the oral care category, demonstrating that consumers will pay a premium for an efficacious solution to everyday problem. It drove significant growth and profitability for GSK, and premium margin for Retail customers, as well as providing a brand and range Dentists were happy to endorse, and additionally sell through their surgeries”.
“The new identity created a level of sophistication and authority never seen before in the oral care category, demonstrating that consumers will pay a premium for an efficacious solution to everyday problem. It drove significant growth and profitability for GSK, and premium margin for Retail customers, as well as providing a brand and range Dentists were happy to endorse, and additionally sell through their surgeries”.
David Hughes, Global Category Director, GSK
David Hughes, Global Category Director, GSK
David Hughes, Global Category Director, GSK
$2.8B
$2.8B
$2.8B
Sensodyne is today a $2.8b+ brand globally, and the leader in dental hypersensitivity worldwide for Haleon, formerly GSK consumer care, with over 20% share.
Sensodyne is today a $2.8b+ brand globally, and the leader in dental hypersensitivity worldwide for Haleon, formerly GSK consumer care, with over 20% share.