Agency:
Client:
GSK’s global brand parodontax (aka Corsodyl in the UK) is a toothpaste that tackles gum disease. The brand retails at double the category price, but its identity and packaging didn’t support this. With planned USA market entry and ambitious growth plans, it was clear a change was needed, especially as 42% of decisions in the category are made in-store.
Agency:
Client:
Sensodyne is the world's leading sensitivity toothpaste. Increasing consumer interest in teeth whitening has resulted in many customers switching to highly abrasive cosmetic products at the detriment of their teeth. GSK seized the opportunity to create a new super-premium brand that could expertly whiten teeth, whilst leveraging Sensodyne's credentials in sensitivity.
It was to be priced higher than anything else on shelf, so the design needed to work hard to communicate the proposition, make it stand out in the category and justify the price.
Agency:
Client:
The task was to create a compelling identity for a new premium range of oral care products, for the world's No 1 sensitivity toothpaste brand, Sensodyne, positioning the range for everyday use rather than 'in extremis'.