Sensodyne has exclusively collaborated with Tesco on a new campaign ‘This Pack Gives Back’ – an opportunity for consumers to support Children’s Health Foundation in Ireland while doing their weekly shop. For every pack of Sensodyne toothpaste bought between November 22^nd and December 19^th, Sensodyne will donate 25c to the charity.

Buying by belief is the new normal, with more and more consumers buying into brands when they know their beliefs, values, and missions align with their own¹. With this increase in shoppers making belief-driven purchases, it is a key opportunity for brands and retailers to build a more authentic relationship with consumers – whilst also doing the right thing for society.

Sensodyne is committed to driving change through purpose, which is why they have teamed up with Children’s Health Foundation Ireland, a charity that raises funds to support sick children and their families in hospitals and urgent care centres in Crumlin, Temple Street, Tallaght and Connolly.

Clodagh Hennessy, Oral Care Customer Marketing Manager at Haleon, said, “We are so privileged to be working with an organisation like Children’s Health Foundation Ireland who do so much, from funding vital life-saving equipment and providing essential patient and parental support, to making ground-breaking paediatric research possible.

“This is just one step that Haleon is taking to reach its goals around making better everyday health more inclusive for everyone. We want to positively impact people living in the communities we actively operate in, using our background in healthcare science to uncover the health issues people face on a daily basis – but more importantly shining a light on the charities that work hard to support those in need on a day-to-day basis, such as Children’s Health Foundation Ireland.”

The campaign applies to all Sensodyne toothpastes within the Repair & Protect, Nourish and Sensitivity & Gum ranges. During the promotional period, shoppers can save €2.25 on these toothpastes by using a valid Tesco Clubcard.

As well as in-store POS and on Tesco.com through banner ads, the supermarket will be supporting the campaign on their social channels, alongside Haleon’s amplification through paid-social media ads.

¹2017 Edelman Earned Brand. Belief-driven buying segments. See Technical Appendix for a full explanation of how belief-driven buying was measured. Q17. Please indicate how much you agree or disagree with the following statements. 9-point scale; top 4 box, agree. 14-market average, among belief-driven buyers