High-Concept High-Tech Creative Development
New Positioning For Sensodyne
#1 Toothpaste For Sensitive Teeth
Historically, the Sensodyne target was 40+. The positioning was "dentist recommended."
However, GSK studies showed people in their 20s were as apt to suffer sensitive teeth when eating/drinking hot and cold items.
Our out-of-home campaign was targeted at 20-somethings "at the point of pain" outside restaurants, bars, ice cream shops.etc.
The campaign called attention to both the problem and the solution in a way the target could "feel."
The humorous execution was designed to attention-gettin and to appeal to a hip sensability.
The urge to action was just as contempory for the times.
Concept and copy: John Gallagher
Characer Illustrations: Joe Mauro
