Sensodyne’s market share lead was under threat. A toothpaste designed to combat sensitivity, it had been the market leader in a category that, due to rapid growth and a premium price, was attractive to mainstream players like Colgate. Whilst the competition may have been lacking in product capability, they more than compensated for it with large marketing budgets. Sensodyne still had a more advanced product but it no longer had a distinctive voice, and this was the problem we needed to address.
We would create science content that was factual, authentic, and most importantly, entertaining. It would bring lofty science into the realms of accessible and engaging entertainment. A content solution would allow us to talk about Sensodyne in a more compelling way, whilst reinforcing the brand’s science credentials, and, crucially, differentiate us from our high-spending competitors.
Future Now has increased Purchase Intent +37% and increased propensity to buy +10%. The combined viewing time of the films exceeded 7000 hours in just three months, putting them in Discovery’s TOP 15 viewed videos globally. In fact, the aggregated hours of Future Now films watched was the equivalent of watching every episode of The Simpsons – 39 times. This perfectly matched brand partnership has fundamentally changed how Sensodyne’s parent brand GSK approach content distribution. Having now run in 6 markets, Future Now is being planned for roll-out across a further 40-50 markets, with some taking the series to TV.
Michael Ballantyne, Ben Jewkes, Lee Pitman