Untapped Claims & Demos™
Lead with the strongest message in the science.
Untapped Claims & Demos™ helps R&D find the product story worth owning and communicate it in a way that cuts through.
R&D expertise trusted by world-class brands
Your category is full of impressive claims.
But when every brand uses the same language around performance, proof and innovation, even a genuinely differentiated product can start to blend in.
“Advanced protection”
“Proven performance”
“Proven performance”
“Stronger results”
“Stronger results”
“Advanced protection”
“Advanced protection”
“Proven performance”
“Proven performance”
“Stronger results”
“Stronger results”
“Advanced protection”
See what everyone else is saying, then find the gap.
Product truth
What the science genuinely supports.
User relevance
What gives people a reason to care.
Category space
Where the product has room to stand apart.
The claim
worth owning
Sharpen the message before it goes to market.
Inside Innovation Gym®, Untapped Claims & Demos™ gives R&D a guided workspace to develop ideas around a live product and assess their relevance, credibility and impact.
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Focus
Decide which part of the product story deserves the spotlight.
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Develop
Explore different ways to express it through Untapped Claims & Demos™.
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Strengthen
Check that the message feels credible, distinctive, easy to grasp and relevant to the user.
Case study: From enamel care to self-care.
Using Sensodyne Pronamel Repair as an example, here’s how we decoded its success with the Claims and Demos tool.
Pronamel Repair launched into an oral care category full of familiar messages around stronger enamel, advanced formulas and proven protection. On social, much of the content also felt staged or repurposed rather than made for the platform.
Pronamel took a different approach. Its influencer content showed how enamel care could fit into real morning and evening routines, connecting the product to a broader self-care ritual people already recognised.
Category landscape
↑ Lifestyle-led
Most competitors
Pronamel Repair
The opportunity: bring the science into a part of users’ lives the category wasn’t really talking about.
Where Untapped Claims & Demos™ fits in the bigger picture.
Untapped Claims & Demos™ rounds out the Story Design side of Untapped’s Connected R&D Playbook.
It draws on Untapped Product Story™ and Concept Thinking, then helps R&D carry the product message into pack, digital and influencer content.
