The Search Is on for Sensitive Types
Favre fan Brian O'Connor meets football tough-guy Brett Favre during the Sensodyne Search for America's Most Sensitive tour stop in Chicago, Ill., today. A sensitive teeth sufferer, Favre is revealing his sensitive side as part of a nationwide Sensodyne campaign to raise awareness about sensitive teeth and show sufferers how to stop the pain and keep it from returning. Log on to www.SensodyneSearch.com to learn more. (PRNewsFoto/GlaxoSmithKline Consumer Healthcare)
PITTSBURGH, PA UNITED STATES 06/27/2006
Football Tough Guy Brett Favre Helps Americans Find Their Sensitive Sides
National Sensodyne(R) Campaign Features 2 Week Taste Test, Search for the
Next Sensodyne Star
PITTSBURGH, June 27 /PRNewswire/ -- Football legend and tough-guy Brett
Favre is leading a nationwide Sensodyne Search for America's Most Sensitive
by revealing his sensitive side and encouraging Americans to get in touch
with theirs to help shine the spotlight on the issue of sensitive teeth.
(Photo: http://www.newscom.com/cgi-bin/prnh/20060627/CGTU072 )
Approximately one out of five adult Americans (48 million people)
suffer from sensitive teeth -- getting sacked each time they bite into an
ice cream cone or sip a hot cup of coffee. Now Brett, who suffered from
sensitive teeth until recently, is calling all Americans to talk about
their softer sides and sensitive teeth on tour stops across the country and
online at http://www.SensodyneSearch.com .
"I was in my 30s when my teeth really started bothering me, especially
when I played football in the cold air of Green Bay, or when I was eating
one of my favorite spicy Cajun dishes," says Favre. "But then my dentist
recommended Sensodyne to relieve the pain. Now I use it twice a day, every
day and enjoy the foods and drinks I love and play football without worry
of cold-air blasts. I want to help other people who suffer to see how easy
it is to stop the pain and get back to living life to its fullest."
Nine out of ten dentists recommend Sensodyne to relieve the pain,
making it the number one selling desensitizing toothpaste.
Sensitivity Search Makes Americans Smile
The nationwide Sensodyne Search for America's Most Sensitive, an
18-city tour and interactive online campaign, is showing people young and
old how easy and pleasant it is to stop painful teeth sensitivity and keep
it from coming back by using Sensodyne twice a day, every day.
The Sensodyne Sensitivity Challenge quizzes couples on how well they
know each other's sensitivities with questions like:
-- Does your partner prefer kittens or puppies?
-- What movie brings a tear to your partner's eye?
-- Which ice cream flavor would your partner say is good enough to enjoy
with painful teeth sensitivity?
Sensodyne fans also can audition to become the next Sensitive Star to
be featured in an upcoming national Sensodyne advertising campaign. And
along the way, Americans with sensitive teeth are encouraged to take the
Sensodyne 2 Week Taste Test. Everyone who signs up will receive a free
sample of one of the eight great flavors and varieties of Sensodyne and be
entered to win a package of two weekend getaways to hot and cool vacation
destinations. For each of the first 50,000 people who sign up, Sensodyne
will donate $1 to the Brett Favre Fourward Foundation, a non-profit
organization that supports programs for disadvantaged and disabled kids in
Brett's home state of Mississippi and in Wisconsin.
Event attendees can visit one-on-one with dental professionals about
their teeth sensitivity and the best way to treat their pain. Information
on the campaign and teeth sensitivity are also available at
Sensitive Teeth are a Common Problem
Teeth sensitivity, also called dentin hypersensitivity, is one of the
most common dental complaints, with approximately one in five adults
suffering from the problem. Left untreated, hypersensitivity can lead to
more serious problems. It can cause oral hygiene neglect and diminished
brushing and flossing, which can result in a progression of problems,
including gingivitis, periodontal disease and tooth loss.
"Tooth sensitivity happens when gum tissue recedes and or tooth enamel
is worn away. There are many potential causes for sensitivity such as using
the wrong type of toothbrush or brushing your teeth in an incorrect way,
and we see it in a significant number of our patients," says Lou Graham,
D.D.S. "But sensitive teeth can be easily treated with regular use of a
desensitizing toothpaste like Sensodyne. The key is to use it for at least
two weeks and to keep on using it so as to prevent the pain from coming
The problem of sensitive teeth hits earlier than many people might
think - research shows younger Americans in the 18-24 age group are most
likely to suffer with 28 percent saying they experience teeth sensitivity,
much higher than adults 50+ with an incidence of 17 percent. And, although
younger adults have a higher incidence of sensitivity, they are least
likely to treat the problem.(1)
How Sensodyne Provides Strong Relief, Great Taste
Beneath the tooth enamel is a layer called dentin, made from thousands
of microscopic tubes or tubules. When the nerve endings within these
tubules are exposed to triggers like hot and cold foods and drinks and cold
air, sufferers feel short, sharp pains. Sensodyne contains the maximum
FDA-permitted level of potassium nitrate (5 percent) which penetrates
dentin to calm the nerve endings, thus reducing the pain associated with
triggers (like hot or cold food or cold air). Continued use of Sensodyne
helps build a barrier to block painful stimuli and prevent teeth
sensitivity from returning. Besides relieving teeth sensitivity, Sensodyne
also prevents cavities with fluoride, freshens breath, whitens teeth,
fights plaque and tartar, and promotes healthy gums.
Sensodyne is available in eight varieties -- Cool Gel, Original, Baking
Soda, Extra Whitening, Fresh Impact, Tartar Control plus Whitening, Fresh
Mint and Full Protection plus Whitening -- providing a great taste to help
keep sensitive mouths feeling fresh and clean.
For More Information
Anyone who thinks they might be feeling a bit sensitive can get more
information, sign up for the Sensodyne 2 Week Taste Test and get all the
rules and regulations online at http://www.SensodyneSearch.com .
About GlaxoSmithKline Consumer Healthcare
GlaxoSmithKline Consumer Healthcare is one of the world's largest
over-the-counter consumer healthcare products companies. Its more than 30
well-known brands include the leading smoking cessation products,
Nicorette(R) and NicoDerm(R), as well as many medicine cabinet staples,
Abreva(R), Aquafresh(R), Sensodyne(R) and Tums(R).
GlaxoSmithKline is one of the world's leading research-based
pharmaceutical and consumer healthcare companies. GlaxoSmithKline is
committed to improving the quality of human life by enabling people to do
more, feel better and live longer.
About the Brett Favre Fourward Foundation
The Brett Favre Fourward Foundation is a non-profit organization that
supports programs for disadvantaged and disabled kids and has donated in
excess of $2 million to 12 charities in Brett's home state of Mississippi
and in Wisconsin. Donations can be made via online merchandise sales at
(1) Compared to 18-24, 25-35, 35-49, 50-64 and 65+ age groups.