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Real People, Real Stories
Client
Sensodyne
Date
2025
Role
Head Strategist
Sensodyne risked losing relevance as tooth sensitivity was seen as a minor discomfort which didn't need to be acted on. The approach was to protect premium credibility of the brand by reframing sensitivity as a condition that if not treated today, can get worse with time. This reinforced the role of Sensodyne in sufferers’ lives.
Staying true to the brands core of authenticity, the campaign features real Sensodyne users sharing firsthand relief. And to further make this resonate with a culturally diverse market like India, we regionalised the campaign across nine languages, resulting in 18 language-specific edits that covered 95% of the country.
This was the brands largest-ever testimonial campaign delivering 2.5x faster category growth, 30% volume growth and 19.7% penetration.
