Our task was to launch the new kids’ line from Sensodyne PROemal — Sensodyne PROemal Kids — in a bright and engaging way. It was important to highlight that the new toothpaste protects teeth from food acids and helps prevent cavities.
Your child's dental caries develops faster than other people's children grow. So we decided to focus the campaign on how quickly dental caries can develop. We linked this “lightning-fast” caries growth with the fast and energetic rhythm of children’s lives: every day they are surprised, laughing, amazed — and sometimes shouting “AAA” at the dentist. In short, a child’s “AAA” can mean many different things.
In the video, we used an unusual point of view — a view from inside the mouth — to show moments of a child’s life: rides at an amusement park, walks in the park, and their favorite ice cream. With the new product, “AAA” will only be about joy and excitement, not fear of the dentist’s chair.
In the key visuals, the children’s “AAA” became a catchy graphic element that smoothly turned into the campaign slogan. This idea made the banners playful and visually connected them with the video.
Results:
The launch of the new kids’ line helped the brand not only reach its ambitious goals, but also become one of the key drivers in the category.
Campaign reach – 17 million parents
Engagement: 92% audience retention rate, 5 p.p. higher than expected, bringing 15% more full views overall
Market position: according to internal data, during the campaign the brand reached a record market share in its segment and became one of the main drivers of category growth