Non-food Brand of the Year: GSK extracts an extra £8m in toothpaste sales

GlaxoSmithKline (GSK) claimed a scientific breakthrough with Sensodyne Repair & Protect last year - the first everyday toothpaste to repair sensitive teeth by forming a protective “tooth-like” layer.

It certainly resonated with consumers - attracting 1.25m households and adding a cool £8m to the toothpaste market.

The launch was backed by a £3m marketing campaign including a TV ad in April and May, while its holographic livery earned the brand several packaging industry awards and grabbed the attention of shoppers.

“In a promotionally driven market,” said one of the judges, “Sensodyne’s new launch inspired more shoppers to reappraise and buy into the fast-growing sensitive category, and that’s impressive.”

“This kind of innovation was long overdue,” another judge added, “but you can’t fault its execution.”