Sensodyne is Okay with Sensitivity, but Not When It Comes to Teeth
Laura McQuarrie — May 20, 2014 — Marketing
References: sensodyne.br & adeevee
In these Sensodyne print ads, the toothpaste brand has a hipster and a vegan prove that it's fine for you to be sensitive, but not your teeth.
The ads take on one hot and one cold culprit that are known to be sources of pain for sensitive teeth. In the ads, the illustrated hipster and vegan cite reasons that they can't consume coffee or ice cream due to corruption in the industry or enslaved cow population. Unlike the sensitive hipster and vegan, their toothy counterparts don't offer any excuses when they express that the can't drink coffee or eat ice cream.
The funny Sensodyne advertisements were developed by the São Paulo-based Grey agency in Brazil.
The ads take on one hot and one cold culprit that are known to be sources of pain for sensitive teeth. In the ads, the illustrated hipster and vegan cite reasons that they can't consume coffee or ice cream due to corruption in the industry or enslaved cow population. Unlike the sensitive hipster and vegan, their toothy counterparts don't offer any excuses when they express that the can't drink coffee or eat ice cream.
The funny Sensodyne advertisements were developed by the São Paulo-based Grey agency in Brazil.
Trend Themes
1. Sensitivity Awareness - This trend highlights the growing awareness and acceptance of sensitivity in various aspects of life, offering opportunities for businesses to cater to sensitive individuals in unique and innovative ways.
2. Humorous Advertising - This trend showcases the use of humor in advertising to capture the attention of consumers and create a memorable brand experience, leading to potential disruptive innovation opportunities in the advertising industry.
3. Cultural Commentary - This trend involves using advertising as a platform to address social and cultural issues, providing opportunities for businesses to connect with consumers on a deeper level and drive meaningful conversations.
Industry Implications
1. Oral Care - In the oral care industry, there is a potential for disruptive innovation in developing toothpaste or oral products specifically designed for sensitive individuals, catering to their unique needs and preferences.
2. Food and Beverage - The food and beverage industry can explore disruptive innovation opportunities by creating alternative options, such as sensitive-teeth-friendly coffee or dairy-free ice cream, to cater to individuals with sensitivity issues in a humorous and engaging way.
3. Creative Agencies - Creative agencies can leverage the trend of humorous advertising and cultural commentary to develop innovative and attention-grabbing campaigns that address social issues, resonating with consumers and driving impactful brand messaging.
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