W2Sensodyne Clinical White (Haleon)Copywriting
A Whiter Smile
Social campaign; scripts across formats
The campaign
A modular social campaign built to translate clinical product claims into engaging, platform-native content. Spanning music-led storytelling, behavioural formats, and interactive challenges, the campaign balanced clarity with scroll-stopping creativity across TikTok and Meta.
Role
Concept, Copywriting
The case study
Brief
Sensodyne Clinical White needed to communicate a traditionally difficult balance: whitening and care for sensitive teeth. The campaign was designed for social platforms and focused on promoting key product claims including two shades whiter teeth and 24/7 care for sensitive teeth.
Idea
Inspired by trending social audio and creator formats, “A Whiter Smile” reimagined a viral song structure around a universal desire for whiter teeth. The familiar musical hook was used to deliver product benefits in a way that felt native to TikTok and social feeds while remaining compliant with category regulations.
Craft
The campaign combined music-led storytelling, creator-style performance, fast-cut social editing, and platform-native visual language. Multiple variations were developed for awareness and consideration phases, alongside complementary formats including Pre-GRWM and Put A Finger Down executions.
Outcome
Produced as a multi-asset social campaign for Sensodyne Clinical White, the concept progressed from creative development through filming, optimisation, regulatory review, and final delivery. The campaign generated a complete suite of social-first assets tailored for TikTok and Meta placements.
Credits
- Copywriter
- Joseph J. Penn
- Art Director
- Alicia Alvarez
- Creative Director
- Romulo Caballero
Spec
W2- Client
- Sensodyne Clinical White (Haleon)
- Agency
- Publicis Groupe
- Role
- Concept, Copywriting
- Year
- 2024