ABOUT

Product BrandGSK’s Sensodyne is a leader in the desensitising toothpaste category and the product most frequently recommended by dental professionals.

Working in collaboration with other WPP agencies I developed a product brand for their new ‘Complete Protection’ toothpaste.

Many people think they already know how to take care of their teeth. They might feel twinges but continue to buy generalist do-it-all pastes. One of the biggest challenges was to educate customers about the dangers of ignoring these twinges and what the product can do to offer complete oral health protection. To do this I developed a key visual which could be used strategically in a number of different ways whilst maintaining strong product recognition.

This work was produced for GSK as creative exploration only.