Sensodyne Rapid Relief, available in Original and Whitening varieties, is the latest advanced formulation from the Sensodyne brand, with a new pack design and formulation specifically designed to provide fast relief from the pain of sensitive teeth.

The paste – with stannous fluoride – is clinically proven to provide relief from sensitivity pain in 60 seconds, says GSK.

A marketing campaign, including TV advertising, called ‘Face up to sensitivity pain fast’, will focus on the various triggers of tooth sensitivity, which is suffered by one in three people. In-store, consumers will also have the opportunity to get involved and take the ‘chill test’ with iced, chilled water and play a touch screen tooth game, while hearing how Sensodyne Rapid Relief works.

Olivia Shishmanian, Sensodyne brand manager at GSK commented on the launch: “There is a clear consumer need for ‘fast acting’ products and Sensodyne Rapid Relief, with its unique formulation underpinned by science, is perfectly positioned to meet this need,” she said.

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