Vivid Brand

Target shoppers’ sensitivity

The Challenge

Make a breakthrough in the sensitivity segment, dominated by Sensodyne, by offering sufferers a new way to combat their problem.

The Shopper Truth

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.

Our Approach

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.

The Result:

“This CSPR campaign, has for the first time, positioned Colgate as a serious player within the Sensitive Teeth market.” Colgate Palmolive

Client Type Service
Colgate Palmolive BTL Big Idea
Shopper Marketing
Trade Launch
Sector
Personal Care / Pharmacy