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'.
Incorporating a ‘Carousel icon’, which unites the seven product benefits, the design for the Sensodyne Complete Protection range has a premium look and its simplicity goes against category norms. Since global roll out of the range started, Sensodyne's global share has risen from 7.7% to 9.4%. After just 12 weeks' sales, market share figures were already approximately 65% of the value of Sensodyne’s established Repair & Protect brand, which has been in the market since 2011. There has also been a 50% lower cannibalisation figure than forecast, with two thirds of the sales attributed to new customers to Sensodyne. Consequently, healthcare professionals are more engaged than ever, leading to a 25% increase in sales call time dedicated to Complete Protection.