The ad will support its Sensodyne Multi-Action range with “Iso-active technology”.
The 30-second, testimonial style ad features “Kate” who discusses about how Sensodyne iso-active toothpaste can help look after sensitive teeth.
The TV ad, created by Grey, breaks at the end of February and will run until the end of March.
GSK is also launching an experiential element to the campaign with the iso-active roadshow, which will see Sensodyne iso-active touring major shopping centres across the country with samples and demonstrations of Sensodyne Multi-Action with iso-active technology and Sensodyne Whitening with iso-active.
Mediacom handled media planning and buying.
In January, Sensodyne appointed former Lowe executive Tom Nester-Smith as director of global communications to be responsible for the brand’s communications in 80 countries including the UK and the US and emerging markets such as China and India, where the brand will launch later this year.