GlaxoSmithKline (GSK) claimed a scientific breakthrough with Sensodyne Repair & Protect last year - the first everyday toothpaste to repair sensitive teeth by forming a protective “tooth-like” layer.
It certainly resonated with consumers - attracting 1.25m households and adding a cool £8m to the toothpaste market.
The launch was backed by a £3m marketing campaign including a TV ad in April and May, while its holographic livery earned the brand several packaging industry awards and grabbed the attention of shoppers.
“In a promotionally driven market,” said one of the judges, “Sensodyne’s new launch inspired more shoppers to reappraise and buy into the fast-growing sensitive category, and that’s impressive.”
“This kind of innovation was long overdue,” another judge added, “but you can’t fault its execution.”
Gold medal standard
On Wednesday evening the great and the good of the grocery industry gathered for The Grocer Gold Awards ceremony 2012, at London’s Guildhall.
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Non-food Brand of the Year: GSK extracts an extra £8m in toothpaste sales
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