• by Les Luchter , July 16, 2021

Why is a toothpaste celebrating Sunday’s National Ice Cream Day?

If you’re GlaxoSmithKline’s Sensodyne Rapid Relief, it’s to reinforce the message that brushing with the brand twice daily for three days will get rid of unnerving nerve pain triggered by cold foods.

That pain might be a bigger problem than you think. A Sensodyne-commissioned OnePoll survey of 2,000 Americans last month found that 51% “have had a moment dampened by tooth sensitivity.” Then again, the average respondent plans to eat 39 scoops of ice cream by the end of this summer.

Sensodyne, which a year ago gave out free Sundae Kits for National Ice Cream Day, will provide more of the frozen favorite this summer with kits containing a limited-edition ice cream pint from Nye’s, a sample tube of Rapid Relief toothpaste, a branded hat, branded sunglasses and a branded beach ball.

These kits, valued at $25 each, will go to 750 winners of Sensodyne Rapid Relief’s "Live Every Mo-Mint" sweepstakes, open only to residents in Doordash-serviced areas of five locales: New York City’s Manhattan, Los Angeles, Chicago, San Francisco and Philadelphia. 

A grand prize winner will receive aPatio Cooler, inflatable pool, outdoor umbrella, one waterproof Bluetooth speaker, a strand of string lights, two artificial palm trees, and an ice cream maker.

Through Saturday, consumers could enter the sweepstakes through online and social media forms. Come Sunday, they can only enter by replying to a Sensodyne tweet with the hashtags #LiveEveryMo-Mint and #IceCreamContest.

The sweepstakes is sponsored and administrated by Fooji.

Sensodyne Rapid Relief has also enlisted social media influencer and tooth sensitivity sufferer Rosanna Pansino (YouTube’s “Nerdy Nummies,” HBO Max’s “Baketopia”) to get out the word about the problem.

"I have always dealt with sensitive teeth, but this National Ice Cream Day I want to truly enjoy a cold treat," said Pansino. "As a self-proclaimed foodie, I can't let anything get in the way of enjoying the foods I love.”