Sensitive teeth are a much more common problem than people imagine. And one of the most annoying ones. The campaign’s goal is to position in a fun, impactful way Colgate Sensitive Pro-Alívio (pro-relief) as the ideal toothpaste to take care of more sensitive teeth. The idea is to compare the “pain” that a bite would cause on a fruit or ice cream to the pain this fruit or ice cream causes on more sensitive teeth.
The toothpaste market is very conservative, always guided by using evidence ...