Food & Grocery 2009 Winner

TITLE: Sensodyne: The Chill Test
AGENCY: Bellamyhayden
CLIENT: GlaxoSmithKline

OBJECTIVES
Sensodyne’s new competitor, Colgate Sensitive, was growing twice as fast as Sensodyne. Colgate was spending four times as much on advertising and with 70% of Australians already using the Colgate brand, it made it an easy upgrade for consumers.

Sensodyne set out to win new users before Colgate did, by targeting consumers who were in denial about their sensitive teeth.
Bellamyhayden was tasked with the challenge of growing Sensodyne sales by 6.5% year-on-year.

CAMPAIGN
Instead of investing media spend on TV, which Colgate has a 48% share of voice in compared to Sensodyne’s 5%, Bellamyhayden created The Chill Test, a brand experience which aimed to communicate to consumers at the “point of pain”.

Located in 20 Westfield shopping centres and running for 20 weeks, brand ambassadors dressed as tooth fairies handed out glasses of cold water to test consumers’ sensitive teeth.

Additional communication channels included online, flyers and detailed self assessment and education packs, a competition and collateral distributed through local dentists. A low-weight television campaign accounted for one-third of the budget, 25% less than in 2008.

RESULTS
Sensodyne grew its market share year-on-year by 12% while The Chill Test delivered 20% better sales than in retail weeks that the promotion did not run in.

Average monthly unit sales were up by 16% compared to before the campaign.

Judges’ comments
The standard has been raised this year with the media agency taking the lead with creative and fresh thinking which drove results.