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Pronamel Launch

  Campaign, 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.

Pronamel Launch

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.

Extract from IPA Website

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.

Pronamel Launch
Pronamel Launch

Campaign Print Ads

Pronamel Launch
Pronamel Launch
Pronamel Launch
Pronamel Launch

Braulio also worked on the campaign toolkit, which was used by POS, digital and activation specialists.

Shopper

In-Store Activation

Vehicle Advertising

In-Store Ads

Mobile App

Special Magazine Cover

In-Store Activation

Bespoke Stirrers

Special Print Ads

The result is a clean, bright, colourful and sleek identity, suitable for displaying a pioneering, trustworthy and leading brand.

Pronamel Launch

Welcome To The Family

Today, since the relook sales have grown 12% and inching closer and closer to Sensodyne.