SENSODYNE FOR SENSITIVE TEETH

A creative brief by Baylee Sowter and Hannah Alejos (“Images for pronamel logo,” N.D.) EXECUTIVE SUMMARY The following was completed by Baylee Sowter and Hannah Alejos to analyze Sensodyne’s product, Sensodyne Pronamel toothpaste. All research was conducted through the use of online databases such as mintel, redbooks, sensodyne’s website, etc.

This creative brief displays the target audience, features & benefits, current brand image, desired brand image, direct competitors, indirect competitors, ethnography, advertising goals, and strategic messages for the Sensodyne Pronamel toothpaste product.

(“Sensodyne logopedia,” N.D.) TABLE OF CONTENTS

PAGE 4 | PRODUCT SUMMARY, TARGET AUDIENCE

PAGE 5 | FEATURES & BENEFITS

PAGE 6 | CURRENT BRAND IMAGE, DESIRED BRAND IMAGE

PAGE 7 | DIRECT COMPETITORS, INDIRECT COMPETITORS

PAGE 8-9 | ETHNOGRAPHIC RESEARCH

PAGE 10 | ADVERTISING GOAL, STRATEGIC MESSAGE

PAGE 11 | REFERENCES

(“Sensodyne pronamel campaign,” may 2011) PRODUCT SUMMARY Sensodyne toothpaste works to relieve tooth pain due to sensitive teeth and provides last- ing protection all day, every day when used as directed. Sensodyne a toothpaste marketed for individuals with sensitive teeth and those who wish to prevent sensitive teeth in the ages between 20 and 50. The brand was first sold by block drug, a brooklyn, new york based company established by pharmacist, alexander block.

Since being introduced in 1961, sensodyne toothpaste has become a well recognized sen- sitive toothpaste with dentisists around the world. In the united states, 9 out of 10 dentists surveyed recommended Sensodyne toothpaste. Sensodyne has clinically proven relief from Sensitive teeth. More dentists recommend sensodyne toothpaste than any other brand. Finally, in 2000 block drug as purchased by Glaxosmithkline and released as a toothpaste marketed to protect against the effects of dental erosion in 2006 (sensodyne, n.D.).

TARGET AUDIENCE PSYCHOGRAPHICS

The psychographics include people with family and friends that use the product. It also includes people who are intrested in their oral health and people who typically have a higher income because they might think a higher price means better quality (khanom, May 2014).

DEMOGRAPHICS

The demographics include people people with sensitive teeth - ages 20 to 50 years old, both male an female and students to working adults of all races and ethnicities. The typical income range of consumers are middle to upper-middle class and live in both suburban and urban areas. Young adults and teenagers are a part of the demographic because of their excessive acidic beverage intake, “41% of 11-13 year olds are showing signs of acid erosion,” (khanom, may 2014, p. 1).

(“Images for pronamel logo,” N.D.) FEATURES & BENEFITS

SENSODYNE PRONAMEL TOOTHPASTE

Sensodyne brand name: trusted and well-known household toothpaste for over 50 years Attractive small packaging: designed to sit on the counter and not detract from decor-easily stands up on surface with flat lid Sealed top: with two hands you can easily unscrew the top and resecure it with the confidence it will stay fresh Different products/flavors available: there is something for everyone with sensitive teeth & allows consumers to fit their needs

Shields from the pain of sensitive teeth: restores a protective layer over exposed dentin & is clinically proven to relieve sensitivity

Protects enamel: contains flouride to strengthen and protect enamel

Improves oral hygiene: helps to provide effective cleaning for good oral hygiene & help leave mouth feeling clean and fresh Helps prevent gingivitis: helps maintain healty gums and prevent gingivitis

Freshens breath: it has a minty taste that leaves your whole mouth feeling fresh

Controls plaque: it helps control plaque which is the leading cause of oral health problems

Helps whiten enamel: if used twice daily it will help to maintain the natural whiteness of teeth

Highly recommended: 9 out of 10 dentists recommend this product

Sold at a variety of stores: accessible, convenient and easy to purchase

(“#1 Dentist recommended toothpaste for sensitivity,” N.D.) (“Images for pronamel logo,” N.D.) CURRENT BRAND IMAGE People want this product because it is a trusted toothpaste brand that is made especially for those with sensitive teeth. The brand is still in the growth stage because the brand awareness and brand penetration is relatively much lower than its major competitiors. Currently, Colgate holds almost 60 percent of the market share in the toothpaste industry, followed by darlie in second. (“Situation analysis,” n.D.)

DESIRED BRAND IMAGE Sensodyne’s brand image is to create awareness of the variety of tooth- pastes they make and continue to be the #1 chosen brand of toothpaste for sensitive teeth. They wish to raise awareness about sensitivity because as many as 38 percent of adults regularly suffer from painful teeth due to sensitivity, some more frequently than others. Additionally, they want to reach their target market of sensitivity sufferers between the ages of 20 and 50 years old. They also want to expand to consumers of the lower class and make sensitivity relief more affordable for all. (“Situation analysis,” n.D.)

(“Sensodyne pronamel,” N.D.) DIRECT COMPETITORS - Colgate: Colgate total has an advanced dental care formula to strengthen and care for tooth enamel. This makes them a direct competitor because sensodyne also claims to protect tooth enamel (Colgate Total, N.D.).

- Crest: Crest sensi-relief toothpaste contains the same clinically proven active ingredient as sensodyne with the freshness of scope. This makes them a direct competitior because sensi-relief contains the same active ingredient as sensodyne and is preferred 2 to 1 over the leading sensitivity toothpaste (Crest, N.D.).

- Tom’s of maine: Tom’s sensitive also uses the same fda-allowed ingredient to fight tooth sensitivity as the leading brand, and is also sourced from naturally occuring nitrate ore for their active ingredient potassium nitrate, which is clinically proven to hel reduce and relieve painful sensitivity caused by exposed dentin on the surface of teeth. This makes tom’s a competitior because not only do they use the same ingredients, but they source them naturally (Tom’s of Maine, N.D.).

INDIRECT COMPETITORS - Listerine: Listerine mouthwash claims that brushing alone only gets your mouth 25 percent clean and the power of mouthwashing fights bacteria in your whole mouth including teeth and gums. This product competes with Sensodyne because it offers an alternative way of cleaning teeth (Listerine, N.D.).

- Act: Act mouthwash sensitive formula is strong enough to rebuild tooth enamel yet gentle enough for sore mouths. It rebuilds enamel for 2x stronger teeth, while also killing bad breath germs for a fresher breath and contains non-burning alcohol free formula with natrual botanicals. Act competes with Sensodyne because it not only offers a deeper cleaning but also sensitivity relief (Act Oral Care, N.D.).

- Crest sensi-stop strips: Crest Sensi-Stop Strips are a breakthrough way to get tooth sensitivity relief. Their key ingredient is applied directly to sensitive areas for 10 minutes, giving immediate relief and up to one month of protection. Sensi-Stop Strips compete with Sensodyne because they offer direct relief to the sensitive areas of teeth that might not be reached just from the use of toothpaste (Crest, N.D.).

(“Sensodyne: ice cream,” June 2009) ETHNOGRAPHIC RESEARCH INTRODUCTION On april tenth we observed six different people brushing their teeth in each individual’s bathroom. Baylee already uses this product, so there were not any surprisesfor her, but hannah had never used the product. She said that there were no surprises for her either, just that the toothpaste did not seem to be extravagant or vastly different than any other toothpaste and would rather stick to her normal choice in toothpaste. Both of us found the toothpaste refreshing, however, and felt that it was pleasant to use. (Sowter, observation, April, 5, 2015).

PARTICIPANT DESCRIPTION

Participant description: participant one is a single 23-year-old female. She is a high school art teacher in topeka, kansas and lives in an apartment by herself. Participant two is a 50-year-old married female. She is the kitchen manager at an elementary school in topeka, kansas and lives in a ranch style home with her husband and two children as a middle class family. Participant three is a 24-year-old single male. He works as a graphic designer for the kansas city public library and lives in a two-bedroom apartment with his roommate in kansas city, missouri. (Sowter, observation, April, 5, 2015).

Participant four is a 19-year-old single female and university of kansas student from st. Lou- is. She comes from a middle-class household and lives in the kappa delta sorority house with a communal bathroom. Participant five is a 20-year-old single female and the univer- sity of kansas student from wichita, kansas. She lives with three other ku students at the kappa delta house and comes from a middle class household. Participant six is a 52-year- old married woman from overland park, kansas. She works as a medical sales representa- tive in overland park and is part of the middle class, living in a five-bedroom house with her family. (Alejos, observation, April, 5, 2015).

(“SENSODYNE TOOTHPASTE: HARD HAT,” JUNE 2009) PRODUCT USAGE Most of the participants brushed their teeth from a range of one to two minutes. Participant one wet her toothbrush before she began and participant six used a lot of water before brushing and to rinse. Participant four did not use any water while each of the participants applied different amounts of toothpaste to his or her toothbrush based on habit. Participant six applied the largest amount of toothpaste, while participant five used the smallest amount. (Alejos, observation, April, 5, 2015).

Every other participant used a general amount of toothpaste that filled the length of the bristles. Some of the participants were indifferent about the brushing, while participants three and six were very happy about the product. They both recommended this product for anyone and enjoy the benefits of the refreshing mint flavor and protection for sensitive teeth. All of the participants brushed their teeth at a sink in a bathroom with running water. Participant three usually brushes their teeth in the shower but brushed at a sink this time. Everyone used this product in the bathroom at a sink. The participants stated that they all usually brush their teeth minimum twice a day. (Alejos, observation, April, 5, 2015).

DISCUSSION We learned that people with sensitive teeth recommend sensodyne over people with regular teeth. Most of the participants with regular teeth were indifferent toward the product, thinking it was about the same as the toothpaste they usually use. There were a couple participants that did not have sensitive teeth that really enjoyed the product and recommended it for everyone. We were not surprised that the participants with sensitive teeth preferred sensodyne more over the participants with regular teeth. However, it was surprising that a couple of participants that don’t have a problem with sensitivity said they would use it again and really liked it. Most of the participants had a different routine while brushing. Some wet the brush and rinsed after they were done. (Sowter, observation, April, 5, 2015).

There was one participant who did not use any water while brushing that did not seem to like the product. This could be because he did not use water. One participant usually brushes his teeth in the shower so he was exposed to a different environment of the sink but still liked the product. The overall motivation to use this product was for the protection of sensitive teeth. People are loyal to sensodyne because they have relatives that use it and they like that it is specially designed for sensitivity. We think this product could be improved by making better flavors that accommodate to everyone and benefits for people who don’t have sensitivity. (Sowter, observation, April, 5, 2015).

(“Sensodyne: feathers,” June 2009) ADVERTISING GOAL The overall goal for sensodyne is to educate consumers on what sensitivity is and how to recognize and treat it. They also want to promote sensodyne toothpaste to their target audiences and boost sales in the market. They tend to appeal to people in the middle and upper class, but also strive to keep current loyal customers as well as reach out to new customers of all demographics, needs and incomes.

Sensodyne wants to broaden the availability of sensitivity relief methods through their various products. They want to educate consumers about sensitivity and inform them that there are options for their daily oral pain caused by sensitivity and enamel loss (Elani, 2014)

(“Sensodyne Ad,” N.D.) REFERENCES Act oral care. (N.D.). Retrieved online on 2015, April 25 from: Http://www.Actoralcare.Com/products/act-sensitive-formula/ Alejos (observation, April, 5, 2015)

Colgate total. (N.D.). Retrieved online on 2015, April 26 from: Http://www.Colgatetotal.Com/total-benefits/whole-mouth-health

Crest. (N.D.). Retrieved online on 2015, April 26 from: Http://www.Crest.Com/crest-products/crest-sensitivity-products.Aspx

Elani. (May 2014). Oral care-us. Mintel reports, retrieved online on 2015, April 26 From: Http://academic.Mintel.Com.Www2.Lib.Ku.Edu/display/680217/

Images for pronamel logo. (N.D.). Retrieved April 29, 2015, From: Http://imgkid.Com/pronamel-logo.Shtml

Khanom. (May 2014). Oral care-uk. Mintel reports, retrieved online on 2015, April 26 from: Http://academic.Mintel.Com.Www2.Lib.Ku.Edu/disPlay/679622/

Listerine. (N.D.). Retrieved online on 2015, April 25 from: Https://www.Listerine.Com/tooth-sensitivity/tooth-pain

Sensodyne ad. (N.D.). Retrieved April 29, 2015, from: Http://www.Getdomainvids.Com/keyword/sensodyne ad/

Sensodyne by point blank - desicreative. (2012, November 21).Retrieved April 29, 2015, from: Http://www.Desicreative.Com/sensodyne-by-point-blank/

Sensodyne: feathers. (2009, June 28). Retrieved April 29, 2015, from: Http://adsoftheworld.Com/media/print/sensodyne_feathers

Sensodyne: ice cream. (2009, June 18). Retrieved April 29, 2015, from: Http://adsoftheworld.Com/media/print/sensodyne_ice_cream_0

Sensodyne logopedia. (N.D.). Retrieved april 29, 2015, from: Http://logos.Wikia.Com/wiki/sensodyne

Sensodyne pronamel. (N.D.). Retrieved April 29, 2015, from: Http://pixshark.Com/sensodyne-pronamel-toothpaste.Htm

Sensodyne pronamel campaign. (2011, May 1). Retrieved April 29, 2015, from: Http://www.Brauliocarollo.Com/project/sensodyne-pronamel-campaign/

Sensodyne. (N.D.). Retrieved online on 2015, April 27 from: Http://us.Sensodyne.Com/products.Aspx

Situation analysis - sensodyne. (N.D.). Retrieved online on 2015, April 13 from: Http://sa-sensodyne.Blogspot.Com/p/product-profile.Html

Sowter (observation, April 5, 2015)

Tom’s of maine. (N.D.). Retrieved online on 2015, april 25 from: Http://www.Tomsofmainestore.Com/category/oral-care-toothpaste-sensitive

#1 Dentist recommended toothpaste for sensitivity. (N.D.). Retrieved online on 2015, April 12 from: Http://us.Sensodyne.Com/?Redirectfrom=www.Sensodyne.Us%20r- (“Sensodyne by Point Blank - Desicreative,” November 2012)