Oral care sales

The TV advert is set to add value to the £260m specialist oral care category by driving awareness with consumers who suffer from tooth sensitivity and educating them on the benefit of using an expert sensitivity toothpaste with all-round benefits, as part of an oral care regime.

The creative features an expert testimony from Marius McGovern, a dentist from Liverpool Dental Spa, advocating the use of Sensodyne Complete Protection to help manage sensitivity.

Hannah Gentleman, senior brand manager, Sensodyne comments, “We know that sensitivity sufferers believe they are missing out on the benefits of a regular toothpaste when they use a sensitivity product. New Sensodyne Complete Protection combines all the benefits of a daily toothpaste with an advanced technology called NovaMin, which is clinically proven to relieve the pain of sensitivity by building a protective layer over vulnerable areas of the tooth. With up to 70 per cent of the UK adult population suffering with sensitivity, and with only a third of these sufferers treating the condition, we feel there is a huge opportunity for us as a brand to drive category growth.”