What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
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Successful in-store test for Sensodyne
A two-month in-store promotion of a ‘chill test' to establish sensitive teeth is claimed to have proved a successful campaign for Sensodyne, with high consumer reach and conversion to sale recorded during the campaign.
Consumers were invited to take the ‘chill test' by sipping ice-cold water. If they felt discomfort or pain, promoters provided them with a leaflet on dentine hypersensitivity together with a 25ml sample of any one of three variants.
Around 50% of consumers took the chill test and 35% either took a sample or purchased a Sensodyne product. The brand announced late last week that almost 75% took leaflets in the marketing and educational campaign in 250 retailers and pharmacies countrywide.
