Sensodyne is trusted as the expert in sensitivity care, but its premium perception often leads mass shoppers to default to everyday toothpaste brands. The challenge was to shift this mindset by raising awareness of tooth sensitivity while repositioning Sensodyne Deep Clean as a practical daily solution.

The visual approach focused on communicating efficacy quickly and clearly at shelf. Dynamic water and bubble elements signal powerful deep-clean performance, while simplified benefit iconography makes sensitivity protection easy to understand for shoppers unfamiliar with the condition.

Built for high-traffic supermarket environments, the key visual and POSM system balances clinical credibility with approachability, helping Sensodyne Deep Clean stand out and feel relevant as an everyday toothpaste with expert sensitivity care.