Sensodyne freshens up image, shifts from 'experts recommend' to 'choice'

The toothpaste brand from GSK Consumer ditches the old prescriptive advertising routine, as it looks to widen its appeal among young users

For close to a decade, Sensodyne has been pitched as a special toothpaste for sensitive teeth. One that gets inside people’s homes, not because it offers a fresh feel or, kills bad breath, but via a doctor’s recommendation. A white-coat clad and stethoscope wielding model has been its face, almost ever since its launch in 2011. Now in a new, digital-first campaign, GSK Consumer is recasting its toothpaste in a new mould, asking people to choose the brand for the love of good food above all else. The objective is to make the brand more relatable, the company said, but