New TV toothpaste ad lets dentists do the talking

GSK Healthcare has announced the launch of a three-week, national television campaign for Sensodyne toothpaste.

The campaign will feature Sensodyne Total Care Gentle Whitening, Sensodyne Rapid Relief and Sensodyne Total Care Extra Fresh, from 1 September 1.

Following changes to the TV advertising code, the campaign will use endorsement from dentists for the first time.

The changes to the code allow companies to use the views of healthcare professionals – including dentists – for marketing communications for some products.

The 30-second Sensodyne advertisement shows dentists across the country discussing the products.

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