A recent consumer survey conducted by Sensodyne found that two out of three South Africans resonate with sensitivity being more than just a painful twinge. This turns everyday pleasures like ice cream or a chilled drink into painful experiences. According to Mamabua Molepo from Sensodyne, this impact goes beyond food, affecting important social moments and the confidence to smile.
At this year’s DStv Delicious International Food & Music Festival (20-21 September 2025), Sensodyne will shine a light on this all-too common condition with the launch of its latest innovation, Sensodyne Clinical Repair. Developed with NovaMin™ technology – first used in bone regeneration – the new formula is clinically proven to relieve sensitivity and help repair vulnerable areas of teeth.
At the heart of the experience is the “Trigger – Repair – Enjoy” journey, where festivalgoers can:
• Face the Freeze in an ice cream tasting challenge to experience how cold treats can trigger sensitivity.
• Conquer the Crunch in a crisp corner that shows just how common food textures impact sensitive teeth.
• Compete on the ASMR crunch leaderboard, blending entertainment with education.
Visitors will also have a chance to step inside the Sensodyne Clinical Repair Lab, an interactive space where oral health professionals explain how NovaMin™ technology works, and why prevention and repair are key to enjoying everyday life without discomfort.
Adding a personal touch, attendees can take part ithe#14DayClinicalRepairChallenge, sharing their journey online and extending the conversation beyond the festival weekend.
Making oral health part of lifestyle and culture “Food is about joy, connection, and culture. But for too many people, tooth sensitivity gets in the way of those experiences,” said Mamabua. “By bringing Sensodyne Clinical Repair to DStv Delicious, we’re showing that oral health is a matter of freedom, confidence, and enjoying life without hesitation.”
The partnership with DStv Delicious highlights Sensodyne’s commitment to sparking oral care into everyday lifestyle conversations. By combining live entertainment, food culture, and cutting-edge science, Mamabua is confident the activation will bridge the gap between clinical innovation and consumer experience.
Festivalgoers and fans alike are invited to catch Sensodyne activation at the DStv Delicious Festival for this exclusive sensory experience. For more information, follow @SensodyneZA on social media and join the conversation using the official campaign hashtag – #SensodyneClinicalRepair #FlavourWithoutLimits
“With Sensodyne Clinical Repair, smiles across South Africa are about to get stronger, braver, and freer than ever before,” concludes Mamabua.
