Sensodyne - Recommended by Dentists

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.

Sensodyne – Recommended by Dentists

Brand Name: Sensodyne – Recommended by DentistsAdvertiser: GlaxoSmithKline  Agency: Grey WorldwidePrize: GoldCategory: Pharma/Healthcare

SUMMARY

This is a story about the power of focus. By refocusing on its core essence of ) and value market share by 1.1% (see ). This was achieved without product launches and with the only significant change being the advertising campaign featuring real dentists talking about why they recommend Sensodyne.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands