In order to reinforce Sensodyne’s position as a more scientifically advanced toothpaste, Drum recognised that Discovery would be the perfect cultural fit. In order to differentiate it from rival brands, Drum created a series of five short films that reinforced the brand’s science credentials. The ‘Future Now’ films, which were hosted on Discovery’s online platform DNEWS, presented broad scientific themes in an entertaining and approachable way before seamlessly focusing on relevant Sensodyne-specific research that revealed why it is such a superior product over its competitors. Audiences were driven to the series using display, pre-roll and video boxes across Discovery’s online platforms. Drum also replaced non-skippable Sensodyne dentist testimonial ads with trailers for Future Now.
With a 37 per cent increase in Purchase Intent and a 10 per cent increase in propensity to buy, Future Now was a commercial success for Sensodyne. Audiences loved it too, with a combined viewing time of the five films exceeding 7000 hours in just three months and it was one of Discovery’s top 15 viewed videos globally.