This is the story of how a change in marketing strategy completely transformed the fortunes of Sensodyne.
Formerly a small player in a niche category, Sensodyne is now a $1bn brand, in a category it has built into a significant 20% slice of all toothpaste. This stellar success was achieved by discovering a simple but important consumer insight.
28% of people suffer from sensitive teeth, but in 2000 Sensodyne had a penetration of only 5%. Most sensitivity sufferers weren’t doing anything about it, and their need was unmet. The question was why?
Prior to its acquisition by GSK, Sensodyne’s communications had made an assumption, which was stifling the opportunity. The assumption was that selling the benefit of Sensodyne would build the business.
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