GlaxoSmithKline Consumer Healthcare (GSK) is announcing the launch of a creative new advertising campaign for the leading sensitivity brand, Sensodyne. Following the tremendous success of the 2011 launch of Sensodyne Repair & Protect, the new campaign will drive awareness of two new products; Sensodyne Repair & Protect Whitening and Sensodyne Repair & Protect Extra Fresh.
The new £7m through-the-line campaign will target 25 to 44-year-olds through a hard-hitting programme of activity including TV, press, outdoor and online, appearing nationwide from 9 July 2012.
A six week series of 30 second TV advertisements, created by Grey London, will kick-start the new campaign targeting 7.5m viewers across prime time slots. The adverts will feature a dentist testimonial alongside a visual representation to communicate to consumers how NovaMin, the advanced technology in Sensodyne Repair & Protect, works to repair the sensitive parts of the tooth. A tag at the end of the main ad will promote Sensodyne Repair & Protect Whitening.
Press advertising will appear in targeted consumer media whilst outdoor activity will include 48 and 96 sheets strategically placed nationwide. Online activity will include a raft of MPUs, advertising banners and bespoke digital activity targeting 10 million unique users.
Commenting on the campaign launch, Gareth Rudduck, group brand director Sensitivity and Acid Wear at GSK, said: “We know that one in three people suffer from dentine hypersensitivity and that 52% of those patients fail to seek dental advice. So this year’s new advertising campaign builds on the tremendous success of the Sensodyne Repair & Protect launch last year, continuing to educate consumers about the symptoms of sensitivity and encouraging them to take action.
“We believe that this campaign will bring sensitivity to the forefront of the dental agenda, will drive consumer demand and, in turn, fuel further category growth. We encourage retailers to maximise on the opportunity for sales growth that the new advertising campaign presents and stock up on the new Sensodyne Repair & Protect products.”