GSK: Sensodyne

A brand rightly steeped in ‘functional science’, we pulled off a first for GSK’s Sensodyne with an innovative lifestyle-driven strategy that resonated with a mix of stakeholder groups.

Our campaign included an immersive dining experience … the exclusive ‘Sensodyne Supper Club’.

Held at London’s Ice Tank, a six-course tasting menu was curated from food and drinks that usually trigger tooth sensitivity (think fire & ice, extremes of sweet & sour and crunch & munch), impacting consumer’s every day enjoyment of foods that they are potentially missing out on.  Attended by leading consumer & trade media, the campaign harnessed the power of VIP micro and macro influencers and a new generation of contemporary healthcare professionals and cosmetic dentists – all used as advocates to engage and connect with the brand’s Millennial audience, to prove that Sensodyne offers the solution.

Exceeded campaign KPI’s, high share of voice across Instagram and editorial coverage in leading trade titles including Denistry, Pharmacy Business, The Dentist, national newspapers and consumer titles.

5m

Consumers reached

100+

Pieces of coverage

Impactful

Cost per '000 re consumers reached