Solving problems, not selling benefits

IPA Effectiveness Awards Case Study 2016


This case study describes a 10-year strategy from Sensodyne toothpaste to raise ‘condition awareness’ of sensitive teeth by replicating the experience of learning about the problem from a dentist or trusted friend.The case details several phases of the strategy, which has spread from Ireland and the UK to other markets, and been adapted for new variants such as Sensodyne Pronamel, which treats dental erosion from acidic food and drink. This paper cites general increased consumer awareness of dental sensitivity and of Sensodyne’s particular messages about the condition, resulting in a long-term rise in the brand’s penetration and value share, with growth outperforming Colgate’s rival sensitivity toothpaste which sold at a lower price. The long-term profit ROMI was estimated at £1.38 for every £1 invested.

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“ Anywhere in the world that Sensodyne is advertised, the ‘Condition Awareness’ model is at the heart of our advertising. Our biggest learning has been to stick to a proven model, but to evolve it to accommodate the needs of local markets.”

Gareth Rudduck, Global Marketing Director
GSK

Winners 2016

Silver Winner

Title

Solving problems, not selling benefits

Brand

Sensodyne

Client

GSK

Agency

Grey London

Principal Authors

  • Catherine McPherson - Grey London

Contributing Authors

  • Brooke Elmlinger - Grey London
  • Matt Gladstone - Grey London

Credited Companies

  • Grey London - Creative Agency
  • Ipsos - Research
  • Millward Brown - Research
  • PHD - Media Agency

This case has great scale, rolled out to 22 European markets with increased penetration, value share and equity. While most marketers hail benefit-led marketing, this is a really interesting new way of looking at the problem, and leading with the problem, that could be transferrable to a wide array of other categories. Alexandra Dimiziani, AirBnB

Shortlist 2016

Silver Winner

Title

Solving problems, not selling benefits

Brand

Sensodyne

Client

GSK

Agency

Grey London

Principal Authors

  • Catherine McPherson - Grey London

Contributing Authors

  • Brooke Elmlinger - Grey London
  • Matt Gladstone - Grey London

Credited Companies

  • Grey London - Creative Agency
  • Ipsos - Research
  • Millward Brown - Research
  • PHD - Media Agency

This case has great scale, rolled out to 22 European markets with increased penetration, value share and equity. While most marketers hail benefit-led marketing, this is a really interesting new way of looking at the problem, and leading with the problem, that could be transferrable to a wide array of other categories. Alexandra Dimiziani, AirBnB

Solving problems, not selling benefits

IPA Effectiveness Awards Case Study 2016


This case study describes a 10-year strategy from Sensodyne toothpaste to raise ‘condition awareness’ of sensitive teeth by replicating the experience of learning about the problem from a dentist or trusted friend.The case details several phases of the strategy, which has spread from Ireland and the UK to other markets, and been adapted for new variants such as Sensodyne Pronamel, which treats dental erosion from acidic food and drink. This paper cites general increased consumer awareness of dental sensitivity and of Sensodyne’s particular messages about the condition, resulting in a long-term rise in the brand’s penetration and value share, with growth outperforming Colgate’s rival sensitivity toothpaste which sold at a lower price. The long-term profit ROMI was estimated at £1.38 for every £1 invested.

Click to purchase this case study >