Harnessing cultural codes. A critical factor in the development of the Sensodyne Expert Toothbrush for the Indian market is the understanding of the target audience, their relationship with their products and the symbolic messages these products are conveying. Only by doing this is it possible to stretch a brands visual codes to build a distinctive sensory footprint. By carefully choosing the materials, finishes, textures and 3D elements of the toothbrush allows us to control our tactile responses and in turn has resulted in a static object which has rich and meaningful interactions for the market it was targeted.