Sensodyne® Launches New Sensitivity and Gum Toothpaste and Serves up a Sweet Partnership with Actress and Cookbook Author Tiffani Thiessen

WARREN, N.J., July 16, 2020 /PRNewswire/ -- GSK Consumer Healthcare today announced the nationwide launch of Sensodyne^® Sensitivity and Gum, a new dual action toothpaste with a low abrasion formula that's specifically designed to help people with both teeth sensitivity and gum problems. Sensodyne^® Sensitivity & Gum builds a protective layer over sensitive areas, while targeting and removing plaque bacteria associated with gingivitis to help reduce swollen, bleeding gums.

To support the launch of Sensodyne^® Sensitivity and Gum, GSK welcomes Tiffani Thiessen – actress, cookbook author and sensitivity sufferer – as its new spokeswoman. Thiessen will promote the brand's new food focused "Take a Bite Out of Life" campaign, while also sharing her sensitivity story.

Thiessen is one of the 50% of people globally who suffer from tooth sensitivity while also dealing with gum issues, making her passions difficult due to interruptions¹. Thiessen's participation in Sensodyne's "Take a Bite Out of Life" campaign aims to raise awareness about sensitive teeth and gum problems so more people can embrace the things that they love, no matter what life throws at them.

"I've always had sensitive teeth, I can even remember as a kid biting something cold and feeling that sensitive tingle," said Thiessen. "Using a toothpaste like Sensodyne® Sensitivity and Gum has really helped me enjoy all the things I love to eat while also taking care of my teeth and my smile."

Like Thiessen, a third of Americans strongly agree that food has always been their favorite way to bring loved ones together, according to new research conducted by OnePoll on behalf of Sensodyne*. The 2,000-person study revealed how people use food to connect with loved ones—regardless of the circumstance. Other key takeaways revealed:

• People pass the time with food-related activities during the pandemic: Most revealed that they enjoy learning a new recipe (44%), but other activities respondents enjoyed are watching an online cooking show or live stream (39%), delivering food to those in the community (26%) and attending virtual dinner parties (26%).
• People are willing to deal with discomfort if it means enjoying the food they love:  41% deal with discomfort 1-3 times/week and 32% deal with discomfort 4-6 times/week, all in the name of enjoying their favorite foods.
• People are vocal about teeth sensitivities to cold temperatures: 48% revealed that they experience this sensitivity, which ranked higher than other commonly talked about food sensitivities, such as general digestive discomfort with certain foods (43%), heartburn (36%), trouble digesting dairy (33%), acid reflux (32%), and food allergies (25%).
• People are changing their eating habits to combat sensitivity: 40% admitted to eating slower to combat sensitivity issues; more than half will even go as far as eating ice cream out of the bowl (55%) vs. in a cone (16%) so they can enjoy the frozen treat longer.

The "Take a Bite Out of Life" campaign will bring consumers fun, food focused content including the brand's second annual Fooji ice cream giveaway kicking off on National Ice Cream Day (July 19^th) and Coneheads an all-new, original series that dives into the diverse world of ice cream, in partnership with Complex.

Thiessen will encourage other suffers to join her in taking control and "Take a Bite Out of Life", reminding individuals that teeth and gum sensitivities shouldn't stop them from enjoying life.

Part of the Sensodyne^® portfolio, new Sensodyne^® Sensitivity and Gum is available online and at major retail stores nationwide. To learn more about how to reduce tooth sensitivity visit sensodyne.com and follow Sensodyne on Twitter and Facebook.

About Sensodyne^®  
Sensodyne is the #1 dentist-recommended toothpaste brand for sensitive teeth; its formulations help people overcome tooth sensitivity relief, with twice daily brushing while still providing the benefits of fluoride, cavity protection, fresh breath, and whitening to maintain healthy teeth.

About GSK Consumer Healthcare
Our Consumer Healthcare business combines science and consumer insights to create innovative everyday health care brands. We build world-class brands that consumers trust, and experts recommend for oral health, pain relief, respiratory, skin health, nutrition, and digestive health.

Our purpose is to help more people around the world to do more, feel better and live longer with everyday healthcare products. We have a heritage that goes back over 160 years. We market some of the world's most loved healthcare brands, including Sensodyne, Theraflu, Excedrin, Nicorette and NicoDerm CQ, FLONASE, and TUMS. These brands are successful in over 100 countries around the world because they all show our passion for quality, guaranteed by science. They are inspired by the real wants and needs of the millions of people who walk into pharmacies, supermarkets, market stalls and go online all over the world every day and choose.

About GSK
GlaxoSmithKline – one of the world's leading research-based pharmaceutical and healthcare companies – is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For company information visit: http://www.gsk.com.

*Methodological Notes
This online survey of 2,000 U.S. adults was commissioned by Sensodyne and conducted by market research company OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between May 10, 2020 and May 12, 2020. All participants are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team, who are members of the MRS and have corporate membership to ESOMAR and AAPOR.

References
1)  Ipsos incidence data 2015. Exc. Medicines.

SOURCE GSK Consumer Healthcare