Sensodyne One Step Ahead Project
3d, Campaign, Digital, Print, Shopper, Video, VisualSensodyne’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
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.
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.
Other TV Elements
MOAs were revamped into modern science depictions.
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.
Image Catgories
Set of Icons
Dentist Print Ad
Trigger Print Ad
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.
Mexico Teaser Film – Intro
Mexico Teaser Film – Outro
Mexico TV In-Show Banner
Mexico POS Activation
In the UK, Sensodyne encouraged consumers to enjoy their favourite food and drinks by getting rid of sensitivity.
Outdoor Advertising
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.
