This document outlines the success of Sensodyne's global marketing strategy of thinking globally but advertising locally. It details how Sensodyne grew from a niche player to a £1 billion brand by developing culturally relevant advertising campaigns in over 20 markets through in-depth consumer insights. Key insights about sensitivity, pain language, and triggers varied widely in different cultures. This localized approach helped Sensodyne's ads dramatically outperform competitors and drove double-digit annual growth for the brand.

1. THINK
GLOBAL.
ADVERTISE
LOCAL.
MRS Speaker Evening

2. A little “ice-breaker”
exercise for you....
2 | Think Global. Advertise Local. | 06 2017

3. 3 | Think Global. Advertise Local | 06 2017
What do you think of
when you hear…?
“Sensodyne”

4. 4 | Sensodyne Title | MM YYYY

5. The rise of Sensodyne
Role of insight
Insights with impact
Internal localisation
Summary
5 | Think Global. Advertise Local | 06 2017
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2
3
4
5

6. 1From niche player
to £1bn brand:
THE RISE OF SENSODYNE
Visualisation of hydroxyapitite crystals,
formed from Novamin technology as
found in Sensodyne Repair & Protect

7. Sensodyne has experienced
double digit growth every
year since 2000.
7 | Think Global. Advertise Local | 06 2017
From niche player to £1bn brand
Sensodyne Penetration – UK
1991 - 2015

8. 8 | Think Global. Advertise Local | 06 2017
1
Experience
sensitivity
pain
3
Become
interested
in finding a
solution
2
Understand
that the
pain is a
condition
Condition understanding was a key step
GSK realised three elements were important:
But previous communications failed
to tackle the 2nd
crucial step

9. 9 | Think Global. Advertise Local | 06 2017
The Solution
Bring the dentist out of the surgery
The Execution
Real dentists explaining sensitivity –
in their own words.

10. 100+ countries
4000 ads

11. Maintaining a leadership position
against constant competitor attacks
Defending a highly effective model against
 Refresh the “sameness” of advertising
 Same creative doesn’t always work across countries
 Competitors use of experts
 Commoditisation of toothpaste
 Challenge of being an everyday specialist
= NEED FOR NEW COMMS INSIGHTS
11 | Think Global. Advertise Local | 06 2017

12. 2Landing the
message locally
THE ROLE OF INSIGHT

13.  Experiencing discomfort or fleeting pain as a result of a
cold/hot trigger is universal
BUT
 How people describe the pain, its impact, the emotional
consequences, how they cope and why sensitivity bothers
them varies widely across markets
 The food/drink triggers vary widely and so do attitudes and
behaviour around sensitivity
 Oral care standards and the category varies widely
Needed to find ways to translate universal
truths about sensitivity into persuasive
local cultural insight in order to land
effective communications
Around the world people experience sensitivity in the same
way but how sufferers talk and feel about it varies widely

14. Early qual insight in Philippines and Indonesia
identified cultural specificity around:
• The life impact of sensitivity
• Pain language
• Pain facial/hand gestures
• Trigger foods/drinks
• Social occasions
• The emotional toll
• Attitudes to coping
• Myths, confusion and curiosity about causes of sensitivity

15. 71% of Sensodyne ads tested by MB since 2014 have hit their STSL score
The global oral care advertising average is only 25%
 In China, the winning TVC achieved the highest test results
of all Sensodyne ads ever tested in China, with high
persuasion and dark green on the Link 9-box. In market
results show 3% growth vs. no growth previously - used Ding
Ming with a new message when previously he hadn’t worked
 In Australia, the chosen execution contains a moment that
is one of the most memorable moments in the whole of the
research agency’s database: “in the top 2% of the 7,000
ads”. Tracking shows that the ad is 2nd best performing
sensitivity copy since tracking began in 2010 – with half the
GRP support and less air time than the 1st
 In S. Korea the resulting comms has led to the brand
overtaking the main competitor and growing at 35%

16. Indonesia performance as a result of localisation process
Previous approach: TV communication focused on condition education from an oral health
expert (for example showing a board with trigger foods)
New Relevancy driving approach :
TV communication integrated consumers talking about the impact of sensitivity on their daily life and
oral health experts reflecting consumer language and behavior as they gave condition education
In store communication uses consumer relevant descriptions of pain “ngilu” (consumer
relevant description of shooting pain) instead of “gigi sensitive” (sensitive teeth)
Relevancy campaign impact:
Running in Indonesia since April 2014, it has given Sensodyne a rebound in performance.
Consumption in Indonesia increased by 17% (July 2014 vs. July 2013) driving growth across the core
range. Market share reached a record high of 6.7%.

17. Sensodyne have gone on to localise comms via cultural insight in 20+
markets
 USA
 UK
 Germany
 Italy
 Spain
 Brazil
 India
 Australia
 Philippines
 Japan
 Russia
 Egypt
 Nigeria
 Poland
 Hungary
 Romania
 Slovakia
 Czech Republic
 Turkey
 China

18. 3The importance of
consumer focus
INSIGHTS WITH IMPACT

19. In keeping with Sensodyne, we generated insight in the initial markets*
with consumer authenticity in mind
Ethnography amongst Non-Treaters to
generate experiences, language and
sensitivity understanding
*Philippines, Indonesia, China
Stimulus developed directly off
consumer verbatims and themes
Stimulus shared with participants from
the ethnographic stage to ensure
resonates – in focus groups
• In-home peer-to-peer interviewing
• Filming of consumption moments by family member
• Café interviews in ‘torture test’ setting

20. Our approach to stimulus evolved from Philippines/Indonesia/China to
Australia and beyond…
We then switched to adcept-
stimulus and trialled it in
Australia:
Pangingilo can put me on mute for a moment…I go quiet
and subdued
When I’m out malling with friends, we often stop for a coffee and a
chat. Everyone is chatting away but sometimes when I take a sip…
tschee-ow! I feel piercing pain - that shuts me up straight away. I
will be really quiet for a while. I think my friends might be wondering
what’s wrong with me.
Suddenly going quiet like that affects my confidence a bit. I wish I
didn’t have to go quiet randomly because of pangingilo.
Short sharp pain when eating or drinking something cold or
sour often begins in our early 30’s. This can be a sign
that teeth are becoming sensitive.
Over time, our tooth’s surface can gradually wear away, exposing a
vulnerable part of the tooth. The vulnerable and sensitive area has
tiny holes that you would only see under a microscope.
The tooth can sense sudden changes in temperature and we feel this
as pain.
Sensodyne’s range of daily toothpastes contain potassium, a
scientifically proven ingredient that penetrates through the holes to
the inside of the tooth. Its hydro dynamic action protects against pain.
Used as your daily toothpaste, it provides continuous sensitivity
protection
Sensodyne allows you to continue fully enjoying all the foods and
drinks you love.

21. Pain experience
Emotional toll Cause suspicion
Coping strategies
My food enjoyment
My family food enjoyment
My social food enjoyment
Best self
Vitality (anti-ageing)
Pain is a sign
Pain is severe
Pain is intrusive
Make excuses at social occasions
Opt for natural solution
Compromise food enjoyment
Poor Oral Health Suspicion
Poor Hygiene Suspicion
Cultural Health Beliefs
Age is the cause
Blame the triggers
THEMES

22. The insight process which enabled us to get to the Australia adcepts
was so successful we made it into an official insight programme which
still runs today
Ignite is a purpose-built
approach to help deliver winning
communications
It is a 4 stage process designed to
deliver powerful insights that persuade
Non-Users
to treat their sensitivity with Sensodyne

24. The journey in India…
24 | Sensodyne Title | MM YYYY
Examples of stronger adcepts

25. The journey in India…
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Examples of old and new TVC’s

26. 4Changing the way
we do things
INTERNAL CULTURE

27. The Global GSK and GREY teams lead the IGNITE process and
collaborate heavily with their local teams
Roles are clear from the outset and it’s clear that
responsibility is shared:
The Global Commercial Director and Consumer Insight Leader are the
project owners and key points of contact throughout
Local GSK appoint a Consumer Insight gatekeeper and a Commercial
gatekeeper liaise with Global GSK
Grey Global and Grey Local are also partners – the Global Planning
Director and her local/regional counterpart are key contacts
Timings are agreed up front for the whole process but reviewed as the
stages progress
AND
The process calls for a combination of formal and informal DISCOURSE
moments which leads to effective collaboration
Spirit of partnership is
established from the outset

28. The IGNITE programme has been all about collaboration from the outset…
How the Global team could assist the local market… No 'us and them' just a common
desire to understand the local consumer and culture in order to grow the Sensodyne
business in that market…
It was the perfect marriage of global brand stewardship with local insight. The
immediate impact was on motivation for the local team, which then played its part in
contributing to growth in that market once the campaign was launched.
Jeremy Whitehead
Senior Vice-President, Grey
“

29. 5Think global.
Advertise local.
SUMMARY

30. THE
BUSINESS
We are still following this model today. Why?
US
 Better advertising brief
 Engaging + collaborative
 Increased comms success in
validation and in market
 Allows tailoring to market
 Builds brand equity
 Maintains authenticity
 Grows penetration
 Builds cultural relevance
THE
CONSUME
R

31. 7 tips on an evolving and adaptable model
 Identify challenges early for communications
 Have a clear target audience and objective
 Stay objective throughout the process
 Collaborate: it’s the entire journey that’s key to success
 Get the right team around you – look for a mix of skills and
styles
 Good insight management is key for best impact
 Consider how you can use digital tools to gather insights, or
use cultural insights to inform digital activation
31 | Think Global. Advertise Local | 06 2017

32. This programme really works...
There are many great and different
films on IGNITE.
My personal favourites are from
Nigeria – where we captured their
joy and spirit of optimism and
ambition – letting nothing
(including sensitivity) get in the
way of where they want to be.
“
Jeremy Whitehead
Senior Vice-President, Grey