Sensodyne TVC




It seems that many people have sensitive teeth problem. Somehow there are so many brands promoting their sensitive teeth toothpastes, Colgate, Oral B and Darlie. And here is a TVC of Sensodyne. There is nothing much to talk about in terms of creativity as it's just like any other dental care product ads playing on dentists' recommendations. I would like to take it as a branding strategy example instead. While brands like Colgate and Darlie are taking the brabnd extension route, i.e. "Colgate Sensitive Teeth", "Darlie Sensitive Teeth" and so on, Sensodyne is a brand name associated with sensitive teeth in itself. The brand is more focused on only one consumer need. The advantage is that it can achieve top of mind awareness for who have sensitive teeth. It's about occupying a specific niche. Is that a better way to go compared with the umbrella way of branding like Colagte ? It all depends on the market size of that niche.



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