Ideas We Like

Sensodyne® Repair

The Idea

A new toothpaste that can actually repair the sensitive part of the tooth. Totally different from any other toothpaste. Advanced Novomin formula works on the sensitive part of the tooth to seek out and repair damage. Not just short term relief, but long term protection.

Why we like it

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.



Ideas First® are a specialist creativity and product innovation company. We are passionate about helping our clients develop innovative new ideas and claims that are truly creative, stand out from the crowd, and that drive business growth.  Click on the link to find out more about what we do and how we help leading brands to generate winning insights and ideas.

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