The Brief
Introduce a new, revolutionary sensitive toothpaste into a category dominated by Sensodyne.
Clearly communicate to Sensodyne consumers, and Shoppers new to the category, the unique
benefit of “Pro-Relief” over Sensodyne.
Our Task
Create a path to purchase campaign that builds awareness of the breakthrough benefit, interrupting Shoppers who suffer from sensitivity and drawing them into the category to activate their purchase.
The Strategy
Engage Shoppers with a simple idea that they can relate to and grasp immediately, whether they buy a sensitive toothpaste or not. Create a campaign that draws Shoppers along the path to purchase building awareness, engaging them with the category and activating purchase.
Results
A BTL campaign that become so relevant it drove the ATL. The campaign has significantly exceeded sales targets giving Colgate a strong position within both the professional and mass retail channels.
