Summary
SensodentK was a new launch in a crowded Sensitivity Toothpaste market with one dominant category owning competitor - Sensodyne. We created a nationally relevant catch phrase to offset what they owned, did consumer research to get insights and created a campaign that built on the key insight while being interesting and positive vs the competitor's problem solution approach.
Challenge
While SensodentK was probably the most Doctor prescribed sensitivity toothpaste, the volumes had shifted to OTC purchase essentially led by Sensodyne. The objective was to take SensodentK OTC and get a significant share of the growth in the OTC market. Almost all the brands of sensitivity toothpaste were bought based on Dentist prescriptions, other than of course Sensodyne which was a consumer demand led brand. We wanted to build SensodentK as the second significant brand in the market and grow the brand volumes significantly and over time the profitability as well. However, Sensodyne was very strongly entrenched, with a lot of consumer trust in its efficacy, as well as positive word of mouth. From a communication standpoint, Sensodyne owned the term ‘Jhanjhanahat' which is generic Hindi for tooth sensitivity. It dominated media spends - it was probably the only player spending money on mass media and had significant spends on all media including TV. And its OTC market share was well over 80 / 90 pc. It already had 6 or 7 variants which covered all the bases from a product perspective. And it dominated shelves at Pharma outlets and was also being stocked in general trade outlets. Our primary
Objective
We were taking SensodentK OTC in the sensitivity toothpaste category that is completely dominated by Sensodyne. (Teeth sensitivity is the dental condition wherein you get a sharp painful when eating or drinking something very hot or very cold) And while there are a number of brands of sensitivity toothpaste – most are therapeutic & Doctor prescription supported. The significant media spends of Sensodyne have helped build consumer trust. Sensodyne owns the word ‘Jhanjhanahat' which is a generic Hindi word for sensitivity. Sensodyne had also acquired the status of being the one brand of Sensitivity toothpaste that is stocked on retail shelves along with general purpose toothpastes like Colgate, Pepsodent, etc. SensodentK, an erstwhile prescription brand for over 40 years was now planning to go OTC and into this Sensodyne stronghold. SensodentK had the following issues to deal with * SensodentK sounded similar to Sensodyne (we inherited the name) and research told us that consumers often thought it was a brand extension of Sensodyne * The SensodentK media budgets were meagre in comparison to Sensodyne * The brand was currently clubbed with medicated toothpastes and stocked with them Our launch campaign needed to beat these odds by building a strong brand.
Strategy
We wanted to find an expression for Tooth Sensitivity which would serve as a buzzword that would top Jhanjhanahat over time. We discovered that consumers used the word ‘Current' to describe Tooth Sensitivity. We latched onto that word because we felt that current was a more universal nationally understood word than Jhanjhanahat which is in Hindi. We also wanted to move away to the extent possible from being an excessively problem solution approach driven brand. We decided to build the phrase ‘Tooth mein Current'. We felt that this phrase with just the translation of the word ‘mein' would serve as a nationally understood phrase. The communication approach that we adopted wanted to be sensitive to the issue of sensitivity but not take it too seriously because finally it's an issue that you can solve fairly easily. Another consumer insight that we had was that people with tooth sensitivity don't like discussing it openly. And they usually manage situations where they are presented with cold, hot, sour or sweet food by making excuses without admitting to having sensitive teeth. The communication approach built on this insight and presented Sensodent K as the go-to solution for avoiding embarrassment caused by tooth sensitivity. The phrase "Tooth Mein Current" was coined to create a universally relatable expression. Recognizing the embarrassment associated with sensitivity, the campaign focused on humorous scenarios where individuals gave amusing excuses (bahanas) to avoid foods triggering tooth sensitivity. Multiple films were created to showcase different characters and situations, delivering the insight humorously with a catchy phrase. The campaign was run in two bursts and in the 2nd burst was in 9 different languages.
Data
SensodentK's launch campaign demonstrated the power of using consumer insights and ‘consumer language / expressions' into positioning & creative strategy. And combining that into a communication approach that gets cut through by being easy to watch & positive on life rather than heavy considering that it is a problem solution category. Across multiple categories, brands have evolved from problem solution approaches towards the joys of living, pride, etc. And the more positive expressions have typically led to more powerful and larger brands being created. We were hoping to follow a similar path away from Sensodyne's problem solution approach. The other significant point is about catch phrases – in this case ‘Tooth mein Current'. the key learning on the most successful taglines and brand expressions in the world is that they are built – of course on consumer connect but also very importantly on consistency of design, supported heavily by their tenure and media weights. Over time these taglines become visual brand triggers and no one really reads them fully. Our attempt with ‘Tooth mein Current' was to keep the line looking consistent and over a long period of time a line that would become a part of everyday lexicon.
Solution
Results
The Sensodent K launch campaign achieved significant success, resonating with the audience on various social media platforms. The engagement surge was notable, indicating a strong connection with the target audience. The campaign effectively communicated the brand's message, establishing Sensodent K as a solution to "Tooth Mein Current" and positioning it as the preferred choice for overcoming tooth sensitivity with a touch of humor. While it is early to talk about the brands market offtake and growth in Market Share. We had an overwhelming response in terms of the likeability of the films reflected in the video completion rates which were significantly higher than average especially considering that we were running a 40 second video. Data for the first 3 months of the campaign Total Impressions delivered - 7.32 crores Unique people reached – 2.98 crores VTR – 40% 100% Video completion rates – 36% (This was for a 40 sec film) And this is reflective of the strong likeability of the communication. And as you would know – likeability of advertising has been a strong defining attribute for driving brand saliency and adoption.
