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Sensodyne One Step Ahead Project

  3d, Campaign, Digital, Print, Shopper, Video, Visual

Sensodyne’s real dentist campaign has been running for 12 years. Financially, it’s a jewel in the crown for GSK. But research showed its engagement scores were sinking. Braulio was tasked to modernise the comms without changing the core idea.

Date: 05 | 2013

Sensodyne One Step Ahead Project

Old Look And Feel

Moving Forward

OSA, One Step Ahead was a total graphic and global re-boot, Braulio carried across the entire product range in TV, print, digital, shopper, and MOA’s.

Except Of New TV Designs

Film Opening

Sensodyne films usually follow a storyline formula. An opening question drives personal relevance and consumer engagement. This question is answered throughout the film that ends by presenting the product as one of the best solutions for sensitivity.

Sensodyne One Step Ahead Project

End Frame

Instead of a discrete brand signature for the TV films, Braulio proposed a dynamic pack unveiling. Sensodyne shows up like a champion and the answer for the film opening question. Besides, the animation creates a direct link between TV and the product on POS shelves.

The pack shot end frame became a mnemonic, a powerful brand asset that characterises all the Sensodyne ads.

Sensodyne One Step Ahead Project

Other TV Elements

Sensodyne One Step Ahead Project
Sensodyne One Step Ahead Project

MOAs were revamped into modern science depictions.

Sensodyne One Step Ahead Project
Sensodyne One Step Ahead Project

The new look and feel quickly became the ideal model for product launches.

Imagery

Braulio created new icons and backgrounds, renovated the fonts treatment and pack shots to reassert Sensodyne’s authority and leadership in the category.

The result is a simple, bold and crisp communication.

Sensodyne One Step Ahead Project

Image Catgories

Sensodyne One Step Ahead Project

Set of Icons

Sensodyne One Step Ahead Project

Dentist Print Ad

Sensodyne One Step Ahead Project

Trigger Print Ad

Sensodyne One Step Ahead Project

Digital Banners

Localisation

Apart of a new look and feel, the project aimed for a more authentic communication that could be tailored to any market stage.

OSA was applied across the whole customer journey and impacted all touchpoints.

 

Sensodyne One Step Ahead Project

Mexico Teaser Film – Intro

Sensodyne One Step Ahead Project

Mexico Teaser Film – Outro

Sensodyne One Step Ahead Project

Mexico TV In-Show Banner

Sensodyne One Step Ahead Project

Mexico POS Activation

Sensodyne One Step Ahead Project
Sensodyne One Step Ahead Project
Sensodyne One Step Ahead Project

In the UK, Sensodyne encouraged consumers to enjoy their favourite food and drinks by getting rid of sensitivity.

Outdoor Advertising

Sensodyne One Step Ahead Project
Sensodyne One Step Ahead Project

Results

The new look and feel of Sensodyne gained highest scores on brand awareness and engagement on record in consumer testing. Today, it’s the first GSK $1,000,000 brand maintaining a double digit growth every year.

Sensodyne One Step Ahead Project