GlaxoSmithKline launches dentist-backed Sensodyne campaign

GlaxoSmithKline has launched a new TV advertising campaign for its Sensodyne toothpaste which features endorsements from members of the dental profession.

The campaign was introduced on UK TV channels at the beginning of this month and features testimonies from dentists across the country in support of the Sensodyne Total Care Gentle Whitening, Rapid Relief and Total Care Extra Fresh ranges.

This new 30-second commercial has been made possible by recent changes to the TV Advertising Code, which came into effect on September 1st 2010.

Under the terms of the revised code, businesses are now permitted to utilise the views of healthcare professionals in their advertising and marketing for certain products.

Previous GlaxoSmithKline advertisements for Sensodyne products have featured testimonials and endorsements from experts within the company, as well as consumers.

Other prominent brands in the GlaxoSmithKline dental product portfolio include Aquafresh, Biotene and Poligrip, as well as the Sensodyne Pronamel range.