Effectiveness of Sensodyne Proenamel Campaign: A Critical Evaluation

This work evaluates the effectiveness of the Sensodyne Proenamel campaign in light of various theories. It also suggests changes in the strategy of the campaign. The Sensodyne Proenamel campaign was unique and effective in terms of reaching the audience as well as establishing itself as a competition to garner the market share. The fact that the UK campaign solely contributed to the 30 percent to the total revenue of the brand establishes the fact that campaign was successful in creating the awareness among the consumers as well as feel attentive for the product.

MARKETING
MARKETING COMMUNICATION

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Introduction
Marketing campaigns are integral part of an organisation’s marketing operations in order to
generate brand awareness and sales (Al-Dmour et. al, 2016). These aid in promoting the
product through different media such as the online platforms, radio, print and television.
Definition of the goals of the campaign is vital as it leads to the decisions of the frequency
and the choice of the media for the campaigns. The work is intended to critically evaluate the
effectiveness of the Sensodyne proenamel campaign in light of the various theories.
Explanation and critical evaluation of marketing in the Sensodyne
proenamel campaign
As stated in the case study the said campaign is primarily focussed on the issue of the acid
wear on teeth and resulting erosion of enamel. The product of the brand is designed
comprising of the minerals that are stated to penetrate the enamel and strengthen the weaken
enamel due to acid wear.
The first stage of a successful marketing campaign is the choice of a successful
communication channel. The definition of the markets, products, and environments assists the
marketing managers to decide the most beneficial communication channels (Luxton, Reid
and Mavondo, 2015). Thus, in order to make its campaign effective and choose a suitable
communication channel, the brand first did the research of the issues that might hinder the
performance of the campaign. The brand recognised that the issue that have identified that is
acid wear does not have visual cues unlike in the teeth yellowing that attract the consumers
towards the product at once. Thus, as stated in the case study, the brand’s design of the
campaign had its first stage to educate the consumers about the problem that was addressed
by the product, and the medium chosen by the organisation was the TV to address the wider
audience. The fact that a wide section of the audience is unaware of the condition made the
choice of communication as TV quite viable for the campaign.
The next stage of a design of an effective marketing campaign is the determination of the
promotional objectives. These must be stated regarding long or short-term behaviours by
people who are subjected to such promotional communications (Familmaleki, Aghighi, and
Hamidi, 2015). Once the promotional objective is decide, the next step is to establish a
suitable promotional message. The promotional message is comprised of an appropriate
content, appeal, structure, and format. Accordingly, the brand’s objective was to enable

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people to opt for a healthy long term choice of tooth paste. The communication strategy
chosen was in two phases. While the first phase involved the condition awareness of the acid
wear. The same was done by the inclusion of medical professionals such as qualified dentists
which allowed the brand to have the independent and credible content for the existence of the
issue. In order to make an appeal to the audience that the condition existed which cannot be
established by naked eyes, the techniques like “torch test” were utilised by the brand. Finally,
the appropriate target audience that was decided for the campaign was the healthy balancers
that are most prone to the condition because of high juice intake leading to acid wear and are
most likely to act on the problem. On assessing the need of the global reach of the TV, the
campaign was executed as an advertisement in the form of a TV commercial.
Thus, it can be stated that the marketing campaign was effectively set from the research of
the issue to the execution of the same in terms of the choice of content. The inclusion of the
medical professionals to establish the credibility of the content, was the prime unique feature
of the brand. Further to state, the brand ensured that the message reaches the target audience
of healthy balancers, the real consumers were made the part of the later revisions of the
campaign and brand gauged their opinions post the use of the product to establish the
usefulness of the product.
Theoretical explanation of the effectiveness of the marketing
campaign
One of the important theories of the marketing communication is AIDA model which was
created by Elmo Lewis (Lee and Hoffman, 2015). The model involves four stages of
influential process of marketing communication namely the Awareness, Interest, Desire and
Action in sequence. The model is effectively applicable in shifting the unawareness about a
promotional message and confirms the reaction to action (Wind, de Vries and Constantinides,
2019). Applying the principles of the AIDA model on the marketing campaign of the
Sensodyne proenamel, it can be stated that the marketing campaign was unique and effective
in terms of reaching the audience as well as establishing itself as a competition to garner the
market share. The fact that the UK campaign solely contributed to the 30 percent to the total
revenue of the brand establishes the fact that campaign was successful in creating the
awareness among the consumers as well as feel attentive for the product. The brand led
successful message of choice of healthy lifestyle though the use of its tooth paste that
prevents the enamel corrosion.

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Suggested changes in strategy
Some of the following changes are suggested in the strategy of the above marketing
campaign. Firstly, as the prime focus of the brand is to promote a healthy lifestyle, the target
audience selected for the campaign was limited to the healthy balancers. However, it is
suggested that the attention be shifted to younger population as well comprising of the
teenagers and young adults. While the healthy lifestyle habits are essential to be developed at
teenage years; due to increased information technology and social media use the younger
population are quite inclined towards healthy choices and lifestyle. Therefore, campaigns
would have been more effective had the same were directed towards the younger population
as well.
In addition, the sale of samples by the word of mouth, to be used as a trial products would
have aided the company to target audience that do not fall in the category of healthy
balancers. Thus, the section of population that are not likely to act on by themselves could
have been made to use the product and feel the difference, had the same were sold as
samples.

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References
Al-Dmour, H., Al-Madani, S., Alansari, I., Tarhini, A. and Al-Dmour, R. H. (2016) Factors
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Familmaleki, M., Aghighi, A. and Hamidi, K. (2015) Analyzing the influence of sales
promotion on customer purchasing behavior. International Journal of Economics &
Management Sciences, 4(4), pp. 1-6.
Lee, S. H. and Hoffman, K. D. (2015) Learning the ShamWow: Creating infomercials to
teach the AIDA model. Marketing Education Review, 25(1), pp. 9-14.
Luxton, S., Reid, M. and Mavondo, F. (2015) Integrated marketing communication capability
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Wind, A., de Vries, S. A. and Constantinides, E. (2019) January. Marketing a transparent
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