The opportunity
Tooth sensitivity is one of those problems people learn to live around. They avoid ice cream, cold drinks, certain foods and rarely talk about it. The brief for PS Sensitive Toothpaste was to make that invisible discomfort visible, and give consumers a reason to stop avoiding and start trusting.
Consumer Campaign · FMCG · TV Commercial · Digital · Social Media · In-StoreMy role
I led the creative direction at MullenLowe Vietnam, developing a campaign built around a single visceral moment: a woman biting into ice. Not flinching, not holding back. The image was instantly recognisable to anyone who had ever avoided doing exactly that.
The concept translated sensitivity pain into something you could almost feel watching it. Close-up footage of ice, the sound design deliberately uncomfortable, the tagline direct: Do you dare to try it? The campaign leaned into the tension rather than avoiding it, which is what made it cut through.
The result
The work ran across TV, social content and in-store displays, creating a consistent multi-sensory experience across touchpoints. The campaign drove meaningful increases in brand awareness and product adoption in a competitive category.