Sensodyne returns to screens this summer with new Repair & Protect: Deep Repair

Sensodyne is returning to the nation’s screens this summer, supporting the launch of Sensodyne Repair & Protect: Deep Repair. Running across TV, programmatic video and YouTube, it marks the return of the brand’s traditional creative format, which places dental experts in the spotlight to highlight the benefits of the new formulation.

Offering targeted relief, Sensodyne Repair & Protect: Deep Repair helps ensure shoppers with sensitive teeth can still enjoy their favourite hot and cold treats this summer. With the tagline “Proven by science, prove it in life”, the advert will also be supported by activity across digital and social channels.

Deep Repair builds on the success of Repair & Protect – a huge sub-brand in its own right delivering 7.3% household penetration in the UK[1] – and offers an innovative formula for sensitivity relief. Now using aerosil silica, it promotes formation of occluding material within the tubules of the tooth. The result is a toothpaste that truly gets to the root of the problem, offering a long lasting solution to sensitivity through twice-daily use.

Colm Casey, Senior Brand Manager for Sensodyne, comments: “Our latest campaign follows a period of great success for Sensodyne, with the brand being a real driver of growth in the extra care category. Over the past year, it has seen a 7.3% rise in value growth versus 1.3% in the overall market[2]. The new marketing campaign – fronted and endorsed by dentists – highlights the new and improved formulation. Shoppers will have the assurance that summer sensitivity really can be a thing of the past, while pharmacy teams will have the opportunity to drive further sales within the category by building on the brand’s ongoing success.”

The latest advert from Sensodyne will hit the small screen from early July, running for a period of three months. First launched in February, new Repair & Protect Deep Repair will be available to all stockists from July as part of a gradual roll-out (RRP: £5.50).


[1] Kantar Worldpanel Toothpaste Market data MAT 52WK 13-May-2021

[2] Kantar Worldpanel Toothpaste Market data MAT 52WK 13-May-2021

CGDent & FGDP(UK) publish Covid-19 guidance synopsis

The College of General Dentistry and FGDP(UK) have published a synopsis of their guidance on the implications of Covid-19 for the safe management of general dental practice. Production of the synopsis has been supported by Sensodyne.

The new synopsis highlights key recommendations at each step of the patient journey, and is designed to be used in conjunction with the guidance document, which supports dental professionals to take a risk-based approach to providing safe care, whatever the national Covid-19 threat level.

The guidance has also now been updated with some minor amendments. Among these, prophylactic polishing of teeth has been added to the risk stratification matrix, use of face coverings by all patients and carers in non-clinical areas is now recommended (in line with government advice on preventing transmission in enclosed public spaces), and the use of shoe and head coverings is only now advised when indicated by a risk assessment. There are also some clarifications, such as around selection of PPE based on a risk assessment, and on the mopping of floors between patients following treatment carrying a high risk of exposure to aerosol.

Both the synopsis and guidance are available at and