As the No. 1 sensitivity toothpaste brand recommended by dentists, Sensodyne enjoyed its fair share of success in the region with highest value-share. However, for the first time it had dropped a share point, mainly due to the entry of new players like Zendium, Oral B focusing on sensitivity and Signal continuing its focus on sensitivity more than their family range.

The competing players relied majorly on larger media budgets, price promotions and sales-activations. Sensodyne on the other hand, has always relied heavily on its superior science, than promotional gimmicks. The good news was Sensodyne had yet another new and even superior science-based innovation scheduled to be launched. Sensodyne Advanced Repair & Protect with improved Novamin formula that actually forms a hard layer on the tiny holes in dentine causing sensitivity twinge.

The science was unsurpassed, but the challenge was to make it relatable to the average consumer.

With two-thirds of people suffering sensitivity pain when eating cold food and just over half experiencing the same when breathing in cold air, we opted for ‘chilling’ content over warmer varieties.

They say ‘if you can’t stand the heat, get out of the kitchen’. But given the intensity of Top Chef, that would be too easy. Therefore, Sensodyne took the contestants out of the studio and onto the snow of Ski Dubai – for an entire episode!

We linked product benefits to cold sensitivity triggers by challenging contestants in a sub-zero environment. Our Sensodyne episode centered around their efforts to unlock frozen ingredients, negotiate the icy terrain and ultimately cook with an Artic blast of cold air in their face!

In addition to studio branding and idents throughout, we extended the integration with ‘chill tests’ on-ground, Facebook LIVE broadcasts, social task seeding, radio content and a series of ‘how-to’ videos featuring