Sensodyne Serves up Tennis Campaign to Relieve Tooth Sensitivity

Sensodyne, the dentist recommended toothpaste brand for sensitive teeth from Haleon, has revealed its latest campaign, designed to help the millions of people who experience tooth sensitivity while enjoying one of the UK’s most iconic summer sporting occasions.

Created by Grey London as part of WPP Team Vitale, the campaign forms a part of Sensodyne’s wider ambition to address the gap between the number of people who experience tooth sensitivity frequently (45%) and the number who actively treat it (15%). To reflect this, the ads use the tennis season as a cultural backdrop celebrating the emotions of the game while reminding people that tooth sensitivity can easily be managed.

Running from 29th June – 12th July, the campaign centres around the line ‘Leave the sensitive outbursts on court’ to draw a parallel between the emotional outbursts often seen during high-pressure tennis matches and the uncomfortable sensation of tooth sensitivity. The creative features striking tennis inspired visuals, including lush green court surfaces and dynamic imagery of tennis balls cracking through screens, to highlight the potential impact of sensitivity in life.

The campaign will appear across OOH sites nationwide, including placements close to key tennis viewing locations and fan zones. In addition, 3 large murals will be released in London Bridge that expands the idea featuring a hand painted execution by Mural Republic.

Luke Grima, managing partner, WPP Team Vitale said, “Sensitive outbursts happen at every tennis tournament, because of a missed call, a badly timed cough from the crowd, or some bad sportsmanship, but when they’re caused by your teeth Sensodyne have it covered. Something we thought mentioning this summer as tennis fever hits, along with the painfully cold strawberries.”

Tugce Uslu, GB & Ireland marketing manager, Haleon added, “Sensitive teeth can strike at the worst times taking the enjoyment out of everyday moments. Despite how common tooth sensitivity is, many people still simply put up with it. Our latest campaign is designed to spark conversation during the summer tennis season reminding people that while sensitive moments can be part of the game, there are specialist Sensodyne solutions to help manage sensitive teeth off the court. So sensitive teeth don’t get in the way of enjoying the moments that matter.”