SENSODYNE, GLAXOSMITHKLINE
TO SHIFT PERCEPTION
BACKGROUND
The Sensodyne brand has maximum credibility for efficacy, but delivered a poor product performance and was perceived as an old-fashioned brand.
THE PROBLEM
Pronamel was supposed to be the first global innovation for Sensodyne for many years. The product formulation was redesigned to tackle the growing problem of acid erosion, which is linked to factors in our modern lifestyle such as drinking wine, eating lots of fruit, and drinking sugary drinks.
THE SOLUTION
We developed a global brand identity, pack design template, and brand guidelines for the Pronamel brand built on existing Sensodyne design equities. The meme “pro” was chosen to communicate the product benefit across many languages and cultures. Relevant premium cosmetic cues were integrated in the design and communicate the product benefit with dynamism and modernity.
