GSK is unveiling its latest advanced formulation for Sensodyne Rapid Relief toothpaste, engineered to provide fast relief from sensitivity pain.
From the number one dentist recommended brand for sensitive teeth (MMR Research, July 2015), Sensodyne Rapid Relief will be available in stores with new ingredients and a pack design from the beginning of June. The launch will be supported by a £4.2m media investment and shopper marketing plan which will go live from the beginning of July.
Speed of relief is a high priority for shoppers and research has shown that fast relief from the pain or discomfort of tooth sensitivity is an important benefit for sensitivity toothpaste users (Incite Sensitivity Sizing Research, July 2014).
Sensodyne Rapid Relief is clinically proven to provide relief from sensitivity pain in 60 seconds. The product combines Stannous Fluoride with bio-adhesive polymer for fast relief and long lasting protection from tooth sensitivity, and also has an improved taste. Sensodyne Rapid Relief will be available in both Original and Whitening varieties from June (rrp £4.49) to reflect its premium benefits and advanced positioning within the Sensodyne range.
The launch will be supported by a heavyweight marketing campaign called ‘Face up to sensitivity pain fast’ which focuses on the various triggers of tooth sensitivity. The campaign includes TV, out of home, cinema and digital activity. The brand will also be driving standout with consumers at the point of purchase by launching its first ever in store experiential activity. Consumers will have the opportunity to take the ‘chill test’ with iced, chilled water while a brand ambassador explains how Rapid Relief works. The shopper will look into a digital screen to see if they pull one of the ‘faces of sensitivity’. To complete the activity, there is a touch screen tooth game simulating how tooth sensitivity is triggered with shoppers receiving a coupon to redeem in store on their next visit.
Olivia Shishmanian, Sensodyne brand manager at GSK said: “Sensodyne has recently become a £100m brand in the UK (Nielsen Toothpaste Values Sales MAT WE 25.03.17) and is also worth £1bn globally, therefore we’re thrilled to be continuing this success with the launch of new and improved Sensodyne Rapid Relief into our advanced range – our fastest acting sensitivity toothpaste yet. There is a clear consumer need for ‘fast acting’ products and Sensodyne Rapid Relief, with its unique formulation underpinned by science, is perfectly positioned to meet this need.
“We will further bolster the launch with our boldest marketing campaign yet which will use impactful and premium media placements to target a wide-reaching audience and drive awareness amongst sensitivity sufferers. This will include the first in store experiential activity for the brand, and the first YouTube masthead in the UK advertising Sensodyne on 4th July which will reach an estimated 50 to 60 million users.”