GSK builds on Sensodyne Pronamel range with new intensive enamel repair

  • Sensodyne Pronamel, the £27m brand from GSK[1], is introducing an advancement in Enamel Care, new Sensodyne Pronamel Intensive Enamel Repair
  • Sensodyne Pronamel Intensive Enamel Repair actively repairs weakened enamel* and helps lock in vital minerals into the enamel to help protect against the effects of acid wear
  • The launch will be supported with shopper activation and a £4m media plan from mid-August

GSK is launching a new product to the Sensodyne Pronamel brand, designed to actively repair weakened enamel* and help lock in vital minerals to help protect against the effects of acid wear: Sensodyne Pronamel Intensive Enamel Repair.

With modern trends in health and wellbeing including the consumption of more acidic juices and smoothies, acid erosion continues to grow in prevalence with one in three under 35s showing signs[1]. Moreover, the media’s recent coverage on the effects of certain whitening products have had on enamel erosion rates has driven the condition to the front of mind for some shoppers. The launch of Pronamel Intensive Enamel Repair aims to assist those that want to protect and repair the demand that a high acidic diet can cause.

The launch will be supported with shopper activation and a £4m media plan from mid-August, which will include TV, Digital and Social.  The new toothpaste will also feature a premium packaging design to increase standout on shelf.

James Ratcliffe, Senior Brand Manager for Pronamel at GSK, comments: “For years, many people have been under the impression that brushing your teeth only serves to keep them clean, but with Pronamel Intensive Enamel Repair you can help repair acid weakened enamel and rebuild enamel strength. With the Pronamel brand now worth in excess of £27m with growth of 2% YOY[2], we’re confident that our new product will be a valuable addition to the category. Given the growing prevalence of acid erosion, we are providing retailers and shoppers with a strong solution.”

Sensodyne Pronamel Intensive Enamel Repair will be available across grocery, high street pharmacy and online channels from 5th June with an MRSP of £5. White teeth are at the top of most people’s beauty wish list and Sensodyne Pronamel knows that the secret to white teeth lies in having strong, healthy enamel.

[1] Oral Care Summary Report, Total Coverage, Value Sales we 26.01.19

[2] Barlett DW et al. J Dent 2013; 41: 1007-1013

[3] Oral Care Summary Report, Total Coverage, Value Sales w/e 26.01.19