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LONDON, UK (12 February 2016) – Interbrand (@InterbrandUK), the world’s leading brand consultancy, in collaboration with GSK’s Design Leadership Team won bronze at the 2016 DBA Design Effectiveness Awards Ceremony that took place in London yesterday night for Sensodyne Complete Protection.
GSK partnered with Interbrand to create a compelling identity for a new range of sensitive oral care products, to sit within the existing Sensodyne portfolio – already the world’s no. 1 sensitivity toothpaste brand (1). The design challenges were to:
(1) position Sensodyne Complete Protection as a complete oral care solution, offering superior cleaning and sensitivity protection;
(2) shift the consumer’s perception of Sensodyne from being a specialist sensitivity-relief product to a total oral care solution for everyday use.
Interbrand created a design language that succeeded in communicating the product’s multiple benefits in a way that resonated with the brand’s target audiences, leading to impressive commercial success.
The dynamic carousel design solution is a flexible asset that works seamlessly across touch points, from in-store displays to digital and social media.
“Brand-led experience unites a series of micro-moments along the customer journey and considers them part of a total ecosystem. The power of design to drive impact, value and empathy throughout this experience is the key to a successful outcome. Our role as the brand agency in partnership with the clients and users – is to understand the status quo, challenge the opportunity for the better and change the impact to reach beyond a moment in time, in order to drive brand preference and loyalty,” says Sue Daun, Executive Creative Director, Interbrand London.
By introducing new consumers to the brand and engaging oral healthcare professionals, GSK was able to grow total Sensodyne brand sales and market share. Sensodyne Complete Protection has bolstered Sensodyne’s total brand sales by 15% since April 2013, leading to above expectation brand share figures.
“Working closely with our Design Leadership team and the Category Marketing team our partner agency Interbrand helped us to craft a compelling and unique design language to bring to life this exciting consumer story. We were then able to creatively steward this across the entire consumer eco system to create creative coherency through the consumer journey and path to purchase,” says Andrew Barraclough, VP of Global Design, GSK.
(1) Value retail sales data, 12 months ending 31 Dec 2013