Dentists noticed that more teeth suffer from teeth erosion as a consequence of more acid food and drinks. The teeth look yellow and become more sensitive to warm and cold.
Based on this trend, Sensodyne recently launched Pro Glasur: a tooth paste that strenghtens your tooth enamel.
In my opinion, a great example of innovation because:
- it's based on a real consumer insight
- it keeps Sensodyne different from other brands or PL
- and it's right on equity (for sensible teeth).
These are necessary conditions as on average 90% of the innovations fail (cf. BMG). Very often line extensions keep the market dynamic, but with no real added value or impact on the brand. According to the book "The 22 laws of marketing", on the long term brands with large product ranges even drop in volume. This is because they scatter their marketing budget over more than 1 sub brand.
Sensodyne is the 3rd brand and the only growing brand in the top 4 of the market.
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