True White by Grey Dubai for Sensodyne

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True White

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Industry Oral Hygiene
Media Print, Magazine & Newspaper
Market United Arab Emirates
Agency Grey Dubai
Associate Creative Director Vidya Manmohan
Released April 2016

Awards

Mena Effie Awards 2015
New Products/Services New Products/Services Bronze

Credits & Description

Client: GlaxoSmithKline
Brand Name : Sensodyne
Agency: Grey Group
Summary
Recently whitening toothpastes have been soaring within the market; other brands have all launched their whitening variants and have been competing ever since. Whitening category is largely cosmetic, luring consumers with emotional hopes. However, consumers have been unaware of how abrasive whitening toothpastes can be. Hence, causing sensitivity. True White was a unique opportunity to capitalize. It was the first whitening toothpaste in the region endorsed by dentists with a non-abrasive patented technology that helps remove stains and preventing new ones from forming.
Credits
Hala Mounayar, Senior Account Executive,
Fadi Al Assi, Client Servicing Director,
Justine Dib, Account Execiutive,
Rohit Arora, Regional Strategic Planning Director,
Vidya Manmohan, Associate Creative Director,
Remie Abdo, Strategic Planner