A £1 million outdoor campaign, breaking next week through Grey London, aims to exploit Sensodyne's strong 40-year heritage.
Five executions on 48- and 96-sheet poster sites will bring the message with lines such as "No one understands sensitive teeth like Sensodyne" and "Sensodyne concentrates on sensitive teeth and nothing else". The ads were written by Matt Turrell and art directed by Alex Fraser.
MediaCom is handling media buying for the initiative, which comes in the wake of the launch of Colgate Sensitive earlier this year.
Colgate, which is putting £5 million into a television, print and outdoor campaign by Rainey Kelly Campbell Roalfe/Y&R, claims it will take a substantial share of the market from Sensodyne.
But Mike Read, the Grey managing partner, said: "Sensodyne is the leading sensitive teeth brand and we wanted to leverage its position and brand equity with a campaign that reasserts the brand authority and the credentials of sensitive tooth care."
The ads come during a round of relaunches by the UK's major toothpaste manufacturers, who are trying to stem a decline in sales.
This has been caused by the rising popularity of electric toothbrushes, which have smaller heads and require less paste, and price discounting.