Michelle Buteau Partners with Sensodyne for Sub-Zero Ice Cream Challenge to Combat Tooth Sensitivity

Comedian Michelle Buteau partnered with Sensodyne Clinical Repair to launch an interactive pop-up experience showcasing a specially designed frozen dessert meant to test and address tooth sensitivity. The one-day activation, held in Manhattan's SoHo neighborhood, aimed to help the 40 million Americans who avoid cold foods due to dental discomfort.

The World's Coldest Treat Challenge

Sensodyne Clinical Repair created an experiential activation centered on a signature frozen treat developed in collaboration with Chef Simon Davies. The pop-up experience, operating from 1 p.m. to 7 p.m. at 45Grand, invited participants to consume the ultra-cold dessert while testing whether their teeth could tolerate the temperature extreme. Attendees received tastings of the limited-edition treat along with access to immersive photo opportunities, with each participant receiving a complimentary tube of Sensodyne Clinical Repair toothpaste.

Addressing a Common Summer Problem

The campaign targeted a widespread consumer challenge: approximately 55 percent of individuals with sensitive teeth actively avoid ice cream, popsicles, frozen beverages, and shaved ice due to pain associated with cold exposure. Sensodyne positioned the activation as a solution, emphasizing that its Clinical Repair formula begins repairing sensitive tooth areas within 60 seconds of use. Buteau highlighted the core message during the event, stressing that consumers should not sacrifice summer enjoyment due to tooth sensitivity.

The brand designed the pop-up to transform the common experience of tooth discomfort into an engaging, interactive challenge rather than a clinical demonstration. By partnering with a recognized entertainer, Sensodyne aimed to destigmatize the conversation around sensitive teeth while simultaneously showcasing the product's clinical efficacy in addressing rapid temperature exposure.