THINK GLOBAL.ADVERTISE LOCAL.MRS Speaker Evening

A little “ice-breaker” exercise for you....

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What do you think of when you hear…?

“Sensodyne”

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The rise of Sensodyne

Role of insight

Insights with impact

Internal localisation

Summary

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1From niche player to £1bn brand:THE RISE OF SENSODYNE

Visualisation of hydroxyapitite crystals,formed from Novamin technology as found in Sensodyne Repair & Protect

Sensodyne has experienced double digit growth every year since 2000.

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From niche player to £1bn brand

Sensodyne Penetration – UK1991 - 2015

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1Experience sensitivity

pain

3 Become

interested in finding a

solution

2 Understand

that the pain is a condition

Condition understanding was a key stepGSK realised three elements were important:

But previous communications failed to tackle the 2nd crucial step

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The Solution

Bring the dentist out of the surgery

The Execution

Real dentists explaining sensitivity – in their own words.

100+ countries

4000 ads

Maintaining a leadership position against constant competitor attacks

Defending a highly effective model against

Refresh the “sameness” of advertising

Same creative doesn’t always work across countries

Competitors use of experts

Commoditisation of toothpaste

Challenge of being an everyday specialist

= NEED FOR NEW COMMS INSIGHTS

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2Landing the message locallyTHE ROLE OF INSIGHT

Experiencing discomfort or fleeting pain as a result of a cold/hot trigger is universal

BUT

How people describe the pain, its impact, the emotional consequences, how they cope and why sensitivity bothers them varies widely across markets

The food/drink triggers vary widely and so do attitudes and behaviour around sensitivity

Oral care standards and the category varies widely

Needed to find ways to translate universal truths about sensitivity into persuasive local cultural insight in order to land effective communications

Around the world people experience sensitivity in the same way but how sufferers talk and feel about it varies widely

Early qual insight in Philippines and Indonesia identified cultural specificity around:

• The life impact of sensitivity

• Pain language

• Pain facial/hand gestures

• Trigger foods/drinks

• Social occasions

• The emotional toll

• Attitudes to coping

• Myths, confusion and curiosity about causes of sensitivity

71% of Sensodyne ads tested by MB since 2014 have hit their STSL score The global oral care advertising average is only 25%

In China , the winning TVC achieved the highest test results of all Sensodyne ads ever tested in China, with high persuasion and dark green on the Link 9-box. In market results show 3% growth vs. no growth previously - used Ding Ming with a new message when previously he hadn’t worked

In Australia , the chosen execution contains a moment that is one of the most memorable moments in the whole of the research agency’s database: “in the top 2% of the 7,000 ads”. Tracking shows that the ad is 2nd best performing sensitivity copy since tracking began in 2010 – with half the GRP support and less air time than the 1st

In S. Korea the resulting comms has led to the brand overtaking the main competitor and growing at 35%

Indonesia performance as a result of localisation processPrevious approach: TV communication focused on condition education from an oral health expert (for example showing a board with trigger foods)

New Relevancy driving approach : TV communication integrated consumers talking about the impact of sensitivity on their daily life and oral health experts reflecting consumer language and behavior as they gave condition education

In store communication uses consumer relevant descriptions of pain “ngilu” (consumer relevant description of shooting pain) instead of “gigi sensitive” (sensitive teeth)

Relevancy campaign impact: Running in Indonesia since April 2014, it has given Sensodyne a rebound in performance. Consumption in Indonesia increased by 17% (July 2014 vs. July 2013) driving growth across the core range. Market share reached a record high of 6.7%.

Sensodyne have gone on to localise comms via cultural insight in 20+ markets

USA UK Germany Italy Spain Brazil India Australia Philippines Japan

Russia Egypt Nigeria Poland Hungary Romania Slovakia Czech Republic Turkey China

3The importance ofconsumer focusINSIGHTS WITH IMPACT

In keeping with Sensodyne, we generated insight in the initial markets* with consumer authenticity in mind

Ethnography amongst Non-Treaters to generate experiences, language and sensitivity understanding

*Philippines, Indonesia, China

Stimulus developed directly off consumer verbatims and themes

Stimulus shared with participants from the ethnographic stage to ensure resonates – in focus groups

• In-home peer-to-peer interviewing• Filming of consumption moments by family member• Café interviews in ‘torture test’ setting

Our approach to stimulus evolved from Philippines/Indonesia/China to Australia and beyond…

We then switched to adcept-stimulus and trialled it in Australia:

Pangingilo can put me on mute for a moment…I go quiet and subdued

When I’m out malling with friends, we often stop for a coffee and a chat. Everyone is chatting away but sometimes when I take a sip…tschee-ow! I feel piercing pain - that shuts me up straight away. I will be really quiet for a while. I think my friends might be wondering what’s wrong with me.

Suddenly going quiet like that affects my confidence a bit. I wish I didn’t have to go quiet randomly because of pangingilo.

Short sharp pain when eating or drinking something cold or sour often begins in our early 30’s. This can be a sign

that teeth are becoming sensitive.

Over time, our tooth’s surface can gradually wear away, exposing a vulnerable part of the tooth. The vulnerable and sensitive area has tiny holes that you would only see under a microscope. The tooth can sense sudden changes in temperature and we feel this as pain.Sensodyne’s range of daily toothpastes contain potassium, a scientifically proven ingredient that penetrates through the holes to the inside of the tooth. Its hydro dynamic action protects against pain. Used as your daily toothpaste, it provides continuous sensitivity protectionSensodyne allows you to continue fully enjoying all the foods and drinks you love.

Pain experience

Emotional toll Cause suspicion

Coping strategies

My food enjoyment

My family food enjoyment

My social food enjoyment

Best self

Vitality (anti-ageing)

Pain is a sign

Pain is severe

Pain is intrusive

Make excuses at social occasions

Opt for natural solution

Compromise food enjoyment

Poor Oral Health Suspicion

Poor Hygiene Suspicion

Cultural Health Beliefs

Age is the cause

Blame the triggers

THEMES

The insight process which enabled us to get to the Australia adcepts was so successful we made it into an official insight programme which still runs today

Ignite is a purpose-built approach to help deliver winning

communications

It is a 4 stage process designed to deliver powerful insights that persuade

Non-Users to treat their sensitivity with Sensodyne

The journey in India…

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Examples of stronger adcepts

The journey in India…

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Examples of old and new TVC’s

4Changing the way we do thingsINTERNAL CULTURE

The Global GSK and GREY teams lead the IGNITE process and collaborate heavily with their local teams

Roles are clear from the outset and it’s clear that responsibility is shared:

The Global Commercial Director and Consumer Insight Leader are the project owners and key points of contact throughout

Local GSK appoint a Consumer Insight gatekeeper and a Commercial gatekeeper liaise with Global GSK

Grey Global and Grey Local are also partners – the Global Planning Director and her local/regional counterpart are key contacts

Timings are agreed up front for the whole process but reviewed as the stages progress

AND

The process calls for a combination of formal and informal DISCOURSE moments which leads to effective collaboration

Spirit of partnership is established from the outset

The IGNITE programme has been all about collaboration from the outset…

How the Global team could assist the local market… No 'us and them' just a common

desire to understand the local consumer and culture in order to grow the Sensodyne

business in that market…

It was the perfect marriage of global brand stewardship with local insight. The

immediate impact was on motivation for the local team, which then played its part in

contributing to growth in that market once the campaign was launched.

Jeremy Whitehead Senior Vice-President, Grey

“

5Think global.Advertise local.SUMMARY

THE BUSINESS

We are still following this model today. Why?

US

Better advertising brief

Engaging + collaborative

Increased comms success in validation and in market

Allows tailoring to market

Builds brand equity

Maintains authenticity

Grows penetration

Builds cultural relevance

THE CONSUME

R

7 tips on an evolving and adaptable model

Identify challenges early for communications

Have a clear target audience and objective

Stay objective throughout the process

Collaborate : it’s the entire journey that’s key to success

Get the right team around you – look for a mix of skills and styles

Good insight management is key for best impact

Consider how you can use digital tools to gather insights, or use cultural insights to inform digital activation

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This programme really works...There are many great and different films on IGNITE.

My personal favourites are from Nigeria – where we captured their joy and spirit of optimism and ambition – letting nothing (including sensitivity) get in the way of where they want to be.

“

Jeremy Whitehead Senior Vice-President, Grey