A great example of a strong benefit and a very compelling claim - "can actually repair the sensitive part of the tooth". The credibility of the claim is supported by three main elements: the endorsement from the dentist, the use of the word "actually" and the strong product demo. The success of the idea is highlighted in the consistent use of claim and campaign worldwide, including some excellent in-store marketing activation. In 2012, it was voted toothpaste of the year.

Looking for new ideas and inspiration for your own business?  Take a look at how we help leading brands to generate winning insights and ideas.