Sensodyne has jumped into bed with Jamie Oliver to promote the brand’s ability to tackle sensitive teeth, with the celebrity chef explaining how the condition once stopped him from fully enjoying the food he loves to cook and eat.
“Sensitivity Stories” has been developed by Grey London and aims to increase tooth sensitivity condition awareness and brand saliency to further strengthen Sensodyne’s standing as the “trusted choice” for those with sensitive teeth.
It is designed to bring to life the impact of toothn sensitivity and how the Haleon-owned brand helps people to rediscover the joy of eating and drinking.
In the campaign, Oliver discusses his experience of teeth sensitivity and is joined by dentist Anita Sandhu, who lends endorsement to reinforce Sensodyne’s position as the “dentist-recommended brand for sensitive teeth”.
The ads launch this week and will run across digital, social and PR channels.
Haleon GB&I marketing director Monica Michalopoulou said: “Tooth sensitivity affects millions, with 45% of the adult population experiencing it. Yet it’s too often dismissed as a minor inconvenience.
“At Sensodyne, we know that sensitive teeth can have a real impact on everyday life, especially when it comes to enjoying the simple pleasures of food and drink. That’s why our partnership with Jamie Oliver felt so natural.
“His love of flavour and his personal Sensitivity Story reflect our shared belief: that everyone deserves to eat and drink without worrying about sensitive teeth. The Sensitivity Stories campaign is about empowering people to reclaim those moments and Sensodyne is proud to be the trusted brand helping make that possible.”
Grey London creative director Stephen Reed added: “Jamie and Anita were an absolute joy to work with. The shoot was effortless because Jamie and his team work in much the same way that we create Sensodyne content. It’s all about authenticity. Real people with real stories. No fluff. Plenty of fish pie though!”
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