Sensodyne Rapid Relief Toothpaste Champions Life's Small 'Mo-Mints' of Joy

GSK Consumer Healthcare is committed to helping consumers find the small moments of joy in their everyday lives, starting with National Ice Cream Day on Sunday, July 18th.  Joy - something we haven't had much of throughout the pandemic - is all about feeling good in small and seemingly simple moments, but for those who suffer from sensitive teeth, something as little as enjoying ice cream might not be so joyful.

In collaboration with Nye’s Cream Sandwiches, Wunderman Thompson developed a unique Vanilla Mint with White Chocolate Ribbons ice cream flavour. The team brought Sensodyne’s #LiveEveryMomint sweepstakes to life through a 360 social media campaign.

Sunday, July 18th is National Ice Cream Day and Sensodyne, the #1 dentist-recommended toothpaste brand for sensitive teeth, is helping people prepare for a scoop (or two or three) of ice cream with friends and family this summer. Sensodyne will be providing resources and information to understand tooth sensitivity, and will be holding a ‘Live Every Mo-Mint’ sweepstakes, giving people the chance to win Sensodyne Rapid Relief toothpaste and the Ultimate Ice Cream Moment, inclusive of a limited-edition Sensodyne branded Vanilla Mint with White Chocolate Ribbons ice cream (made in partnership with Nye’s Cream Sandwiches), ice cream kits and more. Plus, one lucky participant will win the grand prize: the ultimate backyard makeover, inclusive of a blow-up pool, beach umbrella and more!

For people with sensitive teeth, cold foods can unexpectedly trigger a jolt of nerve pain, fast, turning enjoying something like ice cream into a painful and unpleasant experience. Sensodyne Rapid Relief provides an easy way to enjoy the foods and drinks you love without experiencing pain, by providing clinically significant sensitivity relief in as little as three days with twice daily brushing.

As basic comforts from our pre-pandemic lives begin to come back, the most ordinary moments can be filled with renewed excitement and joy. According to new research conducted by OnePoll on behalf of Sensodyne*, the 2,000-person study revealed how important the role of food and drinks are for people to enjoy summer moments. Key takeaways revealed:

• SUMMER IS THE SEASON: three in five Americans said summer is the best season to enjoy life.
• IMPORTANCE OF ICE CREAM: 39% agreed that some of their favourite childhood memories involve ice cream.
• THIS YEAR'S GOALS: The average American plans to eat 39 scoops of ice cream by the end of summer 2021.

Also revealed? Fifty-one percent of respondents said they have had a moment dampened by tooth sensitivity. Luckily for them, National Ice Cream Day kits will include Sensodyne Rapid Relief to provide clinically significant sensitivity relief in as little as three days with twice daily brushing.

The campaign has also enlisted the help of YouTube Creator, Sensodyne ambassador and fellow tooth sensitivity sufferer, Rosanna Pansino.

"I have always dealt with sensitive teeth, but this National Ice Cream Day I want to truly enjoy a cold treat," said Rosanna. "As a self-proclaimed foodie, I can't let anything get in the way of enjoying the foods I love. Over the years, Sensodyne has given me the protection I need from unwanted tooth sensitivity. It also contains the benefits of fluoride, cavity protection, freshening breath, and whitening to maintain an all-around healthy – and camera-ready – smile!"

Rosanna will encourage other sensitivity sufferers to join her in taking control of their oral care by switching to Sensodyne, reminding individuals that tooth sensitivities shouldn't stop them from enjoying the little moments.

“Winning brands lead with humanity and leverage culture to engage their audiences,” said Paul Galbraith, associate creative director at Wunderman Thompson. “National Ice Cream Day was a great opportunity to put an innovative spin on Sensodyne’s global platform of ‘Life’s Too Short for Sensitivity’. Many brands innovate with extensions in the food and drink space, but this wasn’t just about creating a unique-flavoured product. It’s about owning Sensodyne’s commitment to helping you live your best life without sensitivity.”

“Family-run ice cream purveyors Nye’s Cream Sandwiches were a dream partner on this campaign,” said Marlene Saunders, senior art director at Wunderman Thompson. “Using toothpaste as our inspiration, we wanted to give people a taste of mint they’ve never experienced before. Nye's took our vision and produced a homemade, vanilla Mint with White Chocolate Ribbons ice cream flavour that reminds sensitivity sufferers of why they love ice cream in the first place.”