Created by Publicis Leon, the campaign aims to draw public attention to the importance of oral care
Sensodyne has launched a new campaign to promote its new line of toothpastes, Sensodyne Complete Protection + Anti-Tartar, and to highlight the importance of taking care of your oral health.
The piece, designed by Publicis Leon, draws the public’s attention by cleaning the traffic signs in the city of São Paulo, simulating the removal of dental plaque.
“The idea of the campaign is based on using the signs we see to remind us of the ones we don’t. Sensodyne is already the world’s No. 1 toothpaste for sensitivity, but it goes beyond that, delivering all the benefits that consumers seek for oral health,” said Andre Campos, Marketing Director, Haleon Brazil.
The communication aims to show the importance of cleaning the two plates and, to make this comparison, the brand took a team to the streets of SP, which had a giant replica of a toothbrush to remove damage and dirt from the city’s plates.
In addition, the strategy also included special content made in the soap opera “No Rancho Fundo”, on TV Globo.
“We carried out a sign cleaning operation around the city to not only reinforce the importance of cleaning signs, but also to offer a service to the population. The action begins on the streets of the country’s largest capital and extends to Sensodyne’s social networks”, added Arturo Marenda, Executive Creative Director at Publicis Brazil.
