Sensodyne travels to the Coldest City on Earth with the latest campaign
GSK Consumer Healthcare’s Sensodyne launches a new digtal campaign set in Yakutsk, Russia, the coldest inhabited city on Earth. The campaign showcases a series of films on the friendly and eclectic mix of residents from Yakutsk.
Sensodyne travelled over seven thousand miles away to meet the people that live in such an extreme and dramatically beautiful place, and to hear their experiences about the challenge of having tooth sensitivity in such an environment.
A primary school teacher who kept her school open even in -50C degrees, a local musician who played the Khumous (a little known Russian instrument), a local meteorologist who had a wealth of knowledge about the remote climate of Yakutsk. All of them suffered from sensitive teeth, made worse by the extreme cold they lived in. Their stories about how they got accustomed to the environment, and its effect on their tooth sensitivity were eye-opening, all captured in the documentary to the Coldest City on Earth. The video is live and is targeted to reach over 8.5 lakh viewers.
Anurita Chopra, Area Marketing Director, Oral Health, GSK Consumer Healthcare said, “Tooth Sensitivity is a common condition not only in India but around the world. The condition is heightened with exposure to hot & cold food triggers and can disrubt your daily life. With this latest campaign, Sensodyne aims to raise awareness of the condition and urge suffers to take the step of switcing to Sensodyne and start their journey towards a sensitivity free life!”
To understand just how extraordinary their lives are and why Sensodyne went to such lengths to meet them, it’s important to know a bit about Yakutsk – a remote city in Eastern Siberia, with a population of approximately 269,000. It is officially the coldest inhabited city on earth, with temperatures dropping as low as -72C degrees. It’s so cold that birds can freeze mid-flight and fall from the sky, water can turn immediately to ice when thrown in the air, and it’s often required to hold a flame under a car engine to warm it sufficiently until it gets started. The locals consider -40C degrees to be ‘a nice day’, and embrace the extraordinary temperatures they find themselves in. Despite all odds, the people of Yakutsk are warm, friendly and hospitable.
The Sensodyne team discovered that in temperatures of -50C on average, that maintaining such an optimistic attitude can be challenging. Their hands froze and became susceptible to frost bite when left exposed for longer than 20 seconds, eyelashes frosted over, and a floor of ice developed inside the production vehicle over the course of the trip, so cold was the interior of the van. All our cameras required special casing to allow them to even switch on. Despite this, Yakutsk is set up perfectly to deal with such issues. Remarkably, traffic moves easily and without issue, partly thanks to the special soft tyres fitted to give better grip. Building entrances have three doors, each positioned diagonally to prevent the cold air from flowing in. And the surplus of ice is used as a source of water for inhabitants; they simply take a block of ice home to defrost when water is required.
Sensodyne is the world’s no.1 toothpaste for Dentine Hyper Sensitivity (DHS) – (Source *Retail value sales data 12 months ending 28th February 2017) and is the fastest growing Oral Care Brand from GSK group of companies. Known for its strong sensitivity credentials, Sensodyne was launched with a claim to provide 24x7 sensitivity protection* (disclaimer to be added – with twice daily brushing). In a short span of time since its launch in india in 2011, Sensodyne has outperformed to become the market leader. Keeping a steady pace of innovations, the brand has launched various variants to cater to new consumer demands and needs.
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