CASE STUDY
For decades, Sensodyne dominated the sensitive toothpaste category. Colgate Sensitive Pro-Relief needed to reposition itself not as an alternative, but as a superior solution — a toothpaste that could repair sensitivity rather than simply numb the pain. Our campaign repositioned Colgate Sensitive Pro-Relief as the “new way” to treat sensitivity, using live demonstrations, CGI, print, and social media to dramatize the product’s repairing technology and clearly differentiate it from the market leader.
Overview
Led art direction for an integrated campaign to reposition Colgate Sensitive Pro-Relief as a superior alternative to the category leader, Sensodyne. The campaign spanned TV, digital, social, and print and used live demonstrations and CGI to dramatize the product’s repairing technology.
The Problem
Sensodyne had long been the dominant brand in the tooth sensitivity category. Consumers viewed sensitivity toothpaste as a specialty product and did not naturally associate Colgate with sensitivity relief.
Colgate Sensitive Pro-Relief needed to:
- Change consumer perception
- Demonstrate superior technology
- Compete directly with the category leader
- Stand out in a highly competitive retail environment
The Strategy
We positioned Sensodyne as the “old way” (numbing pain) and Colgate Sensitive Pro-Relief as the “new way” (repairing teeth).
To make this difference clear, we focused on demonstration — showing the product physically repairing teeth rather than relying on traditional clinical diagrams.
The Creative Approach
We developed a campaign built around a tooth repair metaphor:
- A confident “repair expert” character representing the Colgate solution
- Oversized physical tooth props used for live demonstrations
- CGI to dramatize repair and sensitivity triggers
- A visual system that treated toothpaste like a tool (e.g., toothpaste wrench animation)
Integrated Campaign
The campaign included:
- TV commercial and pre-roll
- Social media CGI animations
- Print advertising
- Follow-up TV spot using a cold-environment CGI concept
This ensured a consistent message across all consumer touchpoints.
My Role
- Art Direction / Creative Direction
- Concept development
- Oversight of CGI and production
- Visual development for integrated campaign
- Collaboration with production companies and CGI teams
The Outcome
- Increased brand awareness
- Successfully repositioned Colgate Sensitive Pro-Relief in the sensitivity category
- Established a clear product differentiation vs. Sensodyne
- Created a flexible campaign platform used across multiple media channels
Social Media Advertisement: Facebook
In the realm of social media, we employed a toothpaste-as-tool metaphor. Using computer-generated imagery (CGI), we depicted the toothpaste pack in the shape of a wrench, which then unfolded in a short but visually striking animation. This animation lasted only a few seconds, but it was long enough to capture the attention of Facebook viewers. The result was a powerful quick and visual way to convey the impression of the toothpaste as your best tool for repairing sensitive teeth.
Colgate Sensitive Pro-Relief Print Ad
The print version of the campaign took an even simpler approach to communicating the values of CSPR. It couldn't be more direct than this.
CSPR Pool-out: Cold
The following year, we created a follow-up spot to the original, this time exploring the impact of cold conditions on tooth sensitivity.
We adopted a more robust CGI approach, setting the scene in a completely new and colder world. We had the opportunity to work with a production company that had previously worked on the popular HBO series Game of Thrones to enhance our pain cues with advanced "winter is coming" snow and cold landscape effects.
