With little experience in above-the-line advertising since entering the market in 1986, GlaxoSmithKline Hong Kong last year saw an opportunity in the desensitising segment. Its Sensodyne toothpaste campaign used the 'lightning effect' as the 'mnemonic' of sudden and sharp pain associated with sensitive teeth. Besides the print and TV ads, a marketing team visited dentists to encourage them to diagnose dental hypersensitivity and recommend the toothpaste for pain relief. Developed by Grey Worldwide, the campaign boosted the brand's market share to a record high. The campaign took the silver award in the non-durables category of this year's Effie Awards.