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Sensodyne Pronamel Launch
Client
Sensodyne
Date
2025
Role
Head Strategist
India had no enamel care category. The job of a toothpaste is mostly about freshness, whitening, fighting cavities, or sensitivity. But what is the one thing that protects your teeth against all of that? The Enamel, and most people had never heard the word.
People often do not care about damage they cant see or understand. We had to make the invisible damage visible and the unknown urgent.
Our solve was to make enamel the hero, not the victim.
We need to "Protect the Protector"
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