This case study describes a 10-year strategy from Sensodyne toothpaste to raise 'condition awareness' of sensitive teeth by replicating the experience of learning about the problem from a dentist or trusted friend.The case details several phases of the strategy, which has spread from Ireland and the UK to other markets, and been adapted for new variants such as Sensodyne Pronamel, which treats dental erosion from acidic food and drink. This paper cites increased consumer awareness of sensitivity in general and of Sensodyne's messages about the condition, resulting in a long-term rise in the brand's penetration and value share, with growth outperforming Colgate's rival sensitivity toothpaste which sells at a lower price. The long-term profit ROMI was estimated at 1.38 for every 1 invested.