Sensodyne is returning to the nation’s screens this summer, supporting the launch of Sensodyne Repair & Protect Deep Repair. Running across TV, programmatic video and YouTube, it marks the return of the brand’s traditional creative format, which places dental experts in the spotlight to highlight the benefits of the new formulation.

Offering targeted relief, Sensodyne Repair & Protect: Deep Repair helps ensure shoppers with sensitive teeth can still enjoy their favourite hot and cold treats this summer. With the tagline “Proven by science, prove it in life”, the advert will also be supported by activity across digital and social channels.

Deep Repair builds on the success of Repair & Protect – a huge sub-brand in its own right delivering 7.3% household penetration in the UK[1] – and offers an innovative formula for sensitivity relief. Now using aerosil silica, it promotes formation of occluding material within the tubules of the tooth. The result is a toothpaste that truly gets to the root of the problem, offering a long lasting solution to sensitivity through twice-daily use.

Colm Casey, Senior Brand Manager for Sensodyne, comments: “Our latest campaign follows a period of great success for Sensodyne, with the brand being a real driver of growth in the extra care category. Over the past year, it has seen a 7.3% rise in value growth versus 1.3% in the overall market[2]. The new marketing campaign – fronted and endorsed by dentists – highlights the new and improved formulation. Shoppers will have the assurance that summer sensitivity really can be a thing of the past, while pharmacy teams will have the opportunity to drive further sales within the category by building on the brand’s ongoing success.”

The latest advert from Sensodyne will hit the small screen from early July, running for a period of three months. First launched in February, new Repair & Protect Deep Repair will be available to all stockists from July as part of a gradual roll-out (RRP: £5.50).

[1] Kantar Worldpanel Toothpaste Market data MAT 52WK 13-May-2021

[2] Kantar Worldpanel Toothpaste Market data MAT 52WK 13-May-2021

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