Sensodyne is an oral health brand targeted at people with sensitive teeth. Sensodyne products applied at home by the patient to treat this condition. Sensodyne is owned by GlaxoSmithKline.
The brand ran "Complete Sensitive Protection - Dentist Recommended Toothpaste Brand" campaign through different communication tools that fall under integrated marketing communication.
Advertising: Audio-Video Advertising On Television
The brand ran a (sensitivity protection-dentist recommended toothpaste brand) campaign to the visual media with the aim of creating awareness about the condition of sensitive teeth and projected sensodyne as the dentist most preferred choice for this condition. The first one to have TV commercials on sensitive teeth.
Advertising Through Print Media
Marketers Introduced "Chill Test" where people were invited to take a sip from a glass of cold water to see if they felt a short sharp pain in the teeth. The promoters provide them with a leaflet on dentine hypersensitivity together with a 25ml sample of any one of three variants.
Promoters also rolled out the "Wake Up To Sensitivity" campaign to door-to-door consumer connect to push the brand.
Sales Promotion:
Sensodyne tied up with ice-cream chain Baskin Robbins by putting up tent card at 229 outlets to offer free samples of the toothpaste to customer along with the bill.
Public Relation:
Newspaper like Economic times, Business standard took a notice on the efforts of Sensodyne and wrote an article how Sensodyne outlasted colgate. Link to the article-
http://articles.economictimes.indiatimes.com/2014-07-23/news/51932343_1_sensodyne-sensitivity-segment-toothpaste-market
http://www.business-standard.com/article/companies/gsk-overtakes-colgate-in-sensitivity-segment-nielsen-113041800016_1.html
Promoters also introduced some special events. The show hosted by Sensodyne Sensitive Protection. And it was sensodyne complete protection- Vault Activation.
Working closely with Pegasus PR, Sensodyne Complete Protection from GSK and demonstrate how Novamin technology can improve sensitive teeth. By launching the activity in London, It ran three different levels of activity.
http://www.hotcow.co.uk/Field-Marketing/sensodyne-case-study.htm
Interactive/Internet Marketing:
The brand has its own website to interact with the current and potential customers with information.
FB Pages: They have their own Facebook pages and promoters promoted the campaign with different tactics.
Advertisement Through Different Websites: They also promote their campaign through other's websites to make it viral and getting selective retention.
Advertising Through Mobile Apps:
