Pronamel LaunchCampaign, Digital, Highlight, Shopper, Visual
Sensodyne is the best selling toothpaste in the world for sensitive teeth. But it’s sister toothpaste, Pronamel, lived in its shadow.
Teaming with agency strategists, they carved out new brand positioning and a whole new relook.
Date: 05 | 2011
Pronamel products are specifically formulated to help protect teeth from the effects of acid erosion.
IPA Effectiveness Awards in 2014
With diets changing, the growing problem for people’s teeth has become acid wear. GSK identified a gap in the market and created Sensodyne Pronamel to tackle this emerging condition, the first new toothpaste category for 24 years. Sensodyne faced the challenge of making the public aware of the risk to their teeth from ‘invisible’ acid wear and launched a campaign that used dentists as educators and advocates of the product. Using a TV heavy strategy that gave the feeling of public health announcements and linking acid wear to healthy eating, Sensodyne built and maintained their leadership of this new category, reaching a brand penetration of just over 6% in the UK and US, equating to around 10 million people purchasing the product.
This project is one of Braulio’s favourite portfolio items so far. It involved developing new pack shots, key visuals, print ads and activation – to be used worldwide, across all implementation stages in local markets.
Campaign Print Ads
Braulio also worked on the campaign toolkit, which was used by POS, digital and activation specialists.
Special Magazine Cover
Special Print Ads
The result is a clean, bright, colourful and sleek identity, suitable for displaying a pioneering, trustworthy and leading brand.