SENSODYNE
Extreme Cold
The Brief Created for the Haleon “Go Beyond” initiative, which aimed to create award-winning work
The Idea Advertise Sensodyne toothpaste like a technical outerwear brands
Across the category sensitivity toothpaste advertising relies on the dentist recommendation, and informational animations to explain the science behind sensitive teeth and their solution. Borrowing from the technical outerwear category still offers an adjacency to science and efficacy, but allows Sensodyne to stand out from the category by demonstrating the product in the extreme cold conditions of winter sports.
Copywriter Ellen Porteous
Creative Director Cass Zawadowski
Retail & Sponsorship
With this campaign strategy, Sensodyne invites itself to new advertising and retail placements it would otherwise not have belonged in;
E.g. retail space in outdoor sporting good stores such as REI, Sponsorships for winter sports athletes and enthusiasts, as well as events.