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A sensitive spot

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A sensitive spot

Sensitive teeth brand Sensodyne is hitting TV screens this month as part of a £3.2 million awareness campaign. Focusing on the Sensodyne Complete Protection range, the TV adverts will run three times in four-week bursts across the year.

The campaign hopes to drive awareness of tooth sensitivity and educate sufferers on the benefits of using a sensitive toothpaste with all-round benefits, says manufacturer GlaxoSmithKline (GSK). Hannah Gentleman, senior brand manager for Sensodyne, said: “With up to 70 per cent of the UK adult population suffering with sensitivity, and with only a third of these sufferers treating the condition, we feel there is a huge opportunity for us as a brand to drive growth.”

The advert runs alongside a print campaign, reinforcing the message that sensitivity is an ongoing condition that requires daily specialist care, adds GSK.

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