The Semiotic Alliance

This analysis has been amongst the most profound pieces of research we have conducted on the brand over the past five years…It has also been hugely influential in the way we now manage the brand.

GSK Global Planning Director
Grey Advertising

Sensodyne

Everyone’s scared of dentists – or are they? Sensodyne’s ads showed dentists explaining the benefits of its toothpaste. And these dentists were obviously hitting the right note: sales were growing.

The brand’s agency partner contacted us to find out why. Sensibly, the brand team wanted to grasp the symbolic mechanisms driving success so they could repeat and develop them.

To answer their question, we looked at the culturally-framed emotions surrounding dentistry in seven markets. Then we took these insights to a reading of Sensodyne’s ads. We found that, beneath the rational surface, the brand was helping nervous consumers feel more empowered about dental health.

Finally, we turned the brand’s unique balancing act between emotion and scientific authority into detailed guidelines for further creative work.

This analysis has been amongst the most profound pieces of research we have conducted on the brand over the past five years…It has also been hugely influential in the way we now manage the brand.

GSK Global Planning Director
Grey Advertising

About us

The Semiotic Alliance Ltd. is a unique consultancy offering analysis and inspiration for brand marketing and development.

Contact

The Semiotic Alliance Ltd. 
172 Court Lane
London SE21 7ED
United Kingdom
Phone +44 (0)20 8693 1413
Facsimile +44 (0)20 8693 1584
Email contact@semiotics.co.uk