People with sensitive teeth have to put up with intense, shooting pain when they consume something hot or cold. But while they want an effective solution, finding the right toothpaste isn’t easy in an already saturated segment. The main objective therefore, was to make sure Signal’s advertising broke through the clutter, which is prevalent in this category.

Putting up with the pain that sensitive teeth brings is an everyday affair. It became obvious to us that in order to connect with sufferers, we had to use daily food items to highlight the problem.

We took common hot and cold food items and dramatized the pain that would be unleashed into its victim. The carefully crafted ads not only drew much attention, they resonated with individuals who suffer from sensitive teeth.

By hyper-exaggerating the agony, the campaign clearly positioned Signal Sensitive Expert as the best remedy for extremely painful situations.

The campaign was initially intended only for The Middle East, however the results were so encouraging that the Client is now planning to run this campaign across 5 other markets.