Sensodyne Brand Re:visioned
Sensodyne had double digit growth (10-15% year on year) within the toothpaste category since the implementation of the dentist recommended campaign. However to stay ahead and relavent (and grow in new user groups) the brand needed a refresh.
With the goal to increase growth and take the brand to $2billion in value by 2024.
Areas of Focus
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As a research, design and marketing team we audited the brand across the 120 countries we sell. Understanding the current brand perception of Sensodyne.
To grow we identified we needed an identity shift with millenials. To them we were the brand thier grandmothers used, and not the relavent brand for thier life stage.
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To appeal to new users, whilst retaining the current. We had to make the brand more relavent, approachable and warm. Moving away from the brand making consumers feel like they were being told off, and close to a scientifically proven product to rely on throughout life.
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The range of products and ability for users to navigate the numerous of toohpaste options, we reviewed across the globe the need states and popularity of key SKUs.
We reduced the range complexity by 20%, and improved at shelf navigation with standardised SRP.In addition we reevaluated the pipeline, ran co-creation workshops to identify new product oppotunities to ensure we continued to compete with the ever growing market dynamics.
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GSK traditionally hadn’t focused it’s consumer health products in the sustainability space. As an advocate in this space I pushed the business to adopt sustainabilty within the brand.
Improved recycling navigation across all markets
Implement Recyclable tubes
Used recycled and non fossil fuel sourced (plastic free) packaging & materials in our toothbrush ranges.
9
Agency teams managed for delivery of research, strategy, design and implementation
120
Countries relaunched
$2bn
Increase brand value to $2bn over 4 years
23
Redesigned 23 products, (which equated to over 1000 local market adaptions)
Design Strategy
Opportunity Sizing
Identifying the potential to grow
Design Strategy
Careful to Carefree
Understanding the perception of users and decisively
Design Strategy
Brand Shift
With subtle tonality changes the ambitions of the brand reset, were not to loose our medical and science credibility, but enhance the freeing lifestyle element of the brand.
We used these sliders to help communicate with agency partners and internal stakeholders the new vision and change.
Design Strategy
Identifying new users
Expanding our demographic for and increase in brand growth
Design Strategy
Globally Consolidating Product Ranges
We assessed the need states of our users, the portfolio navigation at shelf as well as the how we wanted the brand to be percieved holistically.
Globally we had a disperate shelf with regions having adjusted the core pillars to fit local needs, resulting in inconsistencies globally and repetition of products. The new strategy aimed to consolidate and improve the brands perception and navigation - with the hope to improve buying intent.
Creative Asset Deliverables
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.