Sensodyne Whitening uses GT & MT as its launchpad

Sensodyne Whitening was recently launched across India in approx 1500 Modern Trade stores, covering formats like Hyper, Super, Pharmacy and Cash-n-Carry while some clutter breaking visibility has been created in Hypercity, Spar and Lulu Stores across top metros. Delhi NCR-based Classic Display Systems Pvt Ltd worked around the brief of bringing out the new whitening benefit of Sensodyne, the sensitivity expert and to amplify it by using white light and clean white space in all visibility solutions.

Raj Nandan, Director, Classic Display, explained, "It's always a challenge to make customized visibility solution for each store but we converted it into an opportunity. We had planned all the activities and completed the store recces well in advance to ensure enough time to do multiple prototype and iterations with our service provider.” Keeping in the same line, similar premium white visibility suitable for the smaller GT outlets was also designed and executed by Classic's partner firm.

Talking about the shopper connect program, Dipanshu Bharadwaj, Customer Marketing Manager, Glaxo Smithkline, mentioned, "It was to communicate the Whitening benefit of new variant from the Sensodyne family, while retaining its core sensitivity credentials. That's why we have used lot of white space & white light to bring alive the whitening theme. Defining the differences between GT and MT, Bharadwaj added, "In MT, apart from getting additional touch points for Sensodyne Whitening, our brand promoters also did a lot of detailing for shopper to make them understand about the benefits, while in GT the objective was to bring the stock out of the shelf and grab shopper attention to the new launch.”