GSK in 10m TV push for Sensodyne

GlaxoSmithKline is planning a major £10m television campaign for toothpaste brand Sensodyne. A series of testimonial ads will start in January.

The first ads, created by Grey London, will be aired on January 12 and focus on Sensodyne Total Care F, which addresses sensitivity.

The 30-second executions feature members of the public explaining how the toothpaste has helped them find relief from sensitive teeth.

This initial push will be followed by a further series of ads for Sensodyne Pronamel (pictured), which treats acid erosion. The campaign will run intermittently until June.

The advertising push follows GSK’s promotion of Carol-Ann Stewart to oral care marketing director in its UK consumer healthcare division in October (MW October 2). Stewart moved from the role of over-the-counter marketing and business development director for GSK’s operation in Japan.

GSK oral care brands also include the Aquafresh and Macleans ranges of toothpaste, mouthwash and toothbrushes, medicated mouthwash brand Corsodyl.