Sensodyne: Sensodyne Apathy

Sensodyne, the GlaxoSmithKline toothpaste brand, launched a campaign via rich media and mobile to raise awareness on the problem of sensitive teeth in Indonesia.

Campaign details

Brand: SensodyneBrand owner: GlaxoSmithKlineLead agency: Mindshare IndonesiaContributing agencies: Havas Creative AgencyCountry: IndonesiaIndustries: Oral healthMedia channels: Mobile & apps, Online video, Social mediaBudget: 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...

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