Campaign details

Brand: Sensodyne
Brand owner: GlaxoSmithKline
Lead agency: Mindshare Indonesia
Contributing agencies: Havas Creative Agency
Country: Indonesia
Industries: Oral health
Media channels: Mobile & apps, Online video, Social media
Budget: Up to 500k

Executive Summary

Sensodyne, the GlaxoSmithKline toothpaste brand, has been educating and engaging Indonesians about sensitive teeth for years. However, one out of three people in the country still suffer from sensitive teeth and continue to live in denial or ignore the pain until it gets worse. They did not see it as alarming enough to take any action to change their current toothpaste to a toothpaste for sensitive teeth.

We knew that personal experiences would influence and drive an interesting conversation to engage with audiences, thus in 2018 Sensodyne launched the 'Sensodyne Apathy' campaign.