Sensodyne Repair & Protect to launch with £4m campaign

GlaxoSmithKline Consumer Healthcare brand Sensodyne is to launch Sensodyne Repair & Protect with a £4m advertising campaign.

An extension of the current Sensodyne range, the new formula is the first everyday fluoride toothpaste to contain patented Novamin technology, scientifically proven to repair sensitive teeth by forming a tooth-like layer over exposed dentine to help continually repair and protect.

Supported by a £4m advertising campaign, dental detailing and education will be central to helping consumers understand how Repair & Protect can help ‘repair’ vulnerable areas of their teeth.

Dr Teresa Layer, Vice-President, Oral Healthcare R&D Future Teams, GlaxoSmithKline Consumer Healthcare, commented: “Sensodyne Repair & Protect is a unique proposition in the oral care category and will offer consumers the benefit of repair for the first time from an everyday fluoride toothpaste with NovaMin.”

Last week GlaxoSmithKline appointed OnePartners to handle the digital account for its Sensodyne brand without a pitch.

Onepartners, which won GlaxoSmithKline’s Macleans digital business at the end of 2010 after a five-way pitch, will initially develop campaigns covering web development and digital advertising across a range of brands including Sensodyne, Pronamel, Polident and Biotene.

The graphics and packaging for the new product were designed by Blue Marlin, who have been GSK’s design partner for eight years.

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