CHALLENGE: the marketing team at Colgate wanted to build on the success of their new sensitive toothpaste. The brand had to find innovative ways of working harder to compete with Sensodyne, the market leader in Europe. The feedback from research focus groups was that the existing pack designs were not doing a good job of visually communicating ‘sensitive’, as most people associated the colour red (found on pack) with pain or regular ‘non-sensitive’ toothpastes. The brief was to introduce more blue and white to the brand visual language, to be more aligned with the sensitive toothpaste category, especially the market leader Sensodyne.
RESULT: a new white and blue visual language for the pack designs with red only visible in the Colgate logo. The hierarchy of communication was also improved so that the word ‘Sensitive’ was increased in size and given a great deal more prominence across all touchpoints. For the new shopper marketing campaign the glass of iced cold water (from the launch campaign) was replaced with seductive shots of steaming hot coffee and frozen cold ice cream covered in chocolate sauce, the stuff of dreams for people suffering with sensitive teeth.
Role - Creative Director
Work - Brand Shopper Marketing Campaign Strategy / Shopper Marketing Campaign Design / Campaign Packaging Design
