SENSODYNE RAPID INTEGRATED PRODUCT RELAUNCH CAMPAIGN
Can pain be used as an advertising tool?
- Integrated campaign
47% of the Hungarian population suffers from sensitive teeth, yet many of them know nothing about the issue. Progressive’s task was to make people aware that the problem can be easily resolved and link this to the integrated launch campaign for Sensodyne Rapid toothpaste. Using a variety of marketing tools, we decided to try to reach as many people across the country as possible who suffer from sensitive teeth. We needed an idea which involved the target market and made them open to using the products.
We provided consumers with an interactive brand experience featuring creative demonstrations: with the help of an ‘ice cream test’, we were able to attract the attention of the target market and bring them closer to the brand. We offered them toothpaste at the location, then used the opportunity we had created for communication to educate consumers who suffer from sensitive teeth and offer them a solution: Sensodyne Rapid toothpaste. We built a 360-degree, integrated campaign around this idea: in addition to in-store and outdoor promotions, we also supported the campaign through adverts, videos, banners and POS materials.
The campaign successfully drew people’s attention to the product, and despite the fact that sensitive teeth is an uncomfortable issue, the target market was able to associate Sensodyne Rapid toothpaste with a positive experience. During the three-month campaign, more than 87,000 consumers took part in the ice cream test, while we reached a total of 124,000 people with the promotion. As a result, there was a 17% increase in Sensodyne sales, while ratings for Sensodyne Rapid tripled and there was also significant growth in its market share.