Target shoppers’ sensitivity
Make a breakthrough in the sensitivity segment, dominated by Sensodyne, by offering sufferers a new way to combat their problem.
Segment buyers are driven by habit, and ‘locked into’ Sensodyne products, which build up efficacy over extended use.
Some sufferers don’t purchase sensitive toothpaste as they don’t believe it will help their condition and choose to suffer in silence.
Target planned and unplanned Shoppers at key locations en-route to the Category, with bold, unmissable typography and colour.
Connect with the Shopper using imagery that triggers an emotional response - a glass of iced water. Communicate the revolutionary benefit of the product.
Convert to purchase with challenging calls-to-action.
“This CSPR campaign, has for the first time, positioned Colgate as a serious player within the Sensitive Teeth market.” Colgate Palmolive
|Personal Care / Pharmacy|