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.
