Sensodyne Pronamel Strong & Bright Enamel toothpaste

GSK has expanded its popular Sensodyne brand with the addition of Pronamel Strong & Bright Enamel toothpaste, to tap the growing trend for teeth whitening.

Whitening products were one of the fastest-growing segments in the oral care category, according to the supplier, which has seen the Sensodyne toothpaste portfolio add 9.8% in value sales to £90m [Nielsen 52 w/e 8 October 2015].

The latest variant is aimed at younger shoppers, with up to one in three young adults exhibiting signs of tooth wear, of which acid erosion is a leading cause, GSK added.

The launch will be supported by a “huge” ATL campaign, including a TV commercial scheduled to make its debut on 1 April and run for six weeks, starring Harley Street dentist Dr Manrina Rhode.

“We want to help educate consumers that, to keep teeth healthy and white, you need strong enamel,” said Emma Pittendreigh, Pronamel brand manager at GSK. “Having white teeth is of huge importance to shoppers, and Pronamel Strong & Bright Enamel allows people to have whiter teeth.”

The NPD (rsp: £5) closely follows GSK’s introduction of Corsodyl Ultra Clean for people with, or susceptible to, gingivitis. Unveiled earlier this month, the toothpaste was the first product to feature the new Corsodyl pack design.