GlaxoSmithKline (GSK) has kicked off an advocacy campaign with the Philippine Dental Association to educate Filipinos on how to fight sensitive teeth, now made affordable through toothpaste brand Sensodyne.
Launched this Thursday, the “Say No to Ngilo!” campaign was also designed to help promote Sensodyne now available in sachets nationwide at P10 a piece. Celebrity Luis Manzano was picked as the face of the campaign.
Jeoffrey Yulo, consumer healthcare general manager at GSK Philippines, said that this is a world first for the brand as it plans to reach a wider consumer base in the country.
At 9 out of 10 Filipinos suffering from sensitive teeth, demand is relatively for specialty toothpastes like Sensodyne but at around P300 per tube, costs has been prohibitive for the general public.
GSK turned to 2,000 dentists from the PDA to lead the charge, educating patients that affordable means to alleviate pain from sensitive teeth is available, ideally ending the consultation with a successful pitch to try Sensodyne.
“The Philippines is the first country in the world where Sensodyne is introducing the sachet format. This development is also significant because GSK is confident of the Philippines as an important emerging market, and this will definitely encourage more Filipinos to proactively manage their sensitive teeth and say no to ngilo,” says Yulo.