Why aren't toothpaste brands dressed for the party?The toothpaste brands aren’t just dressed up to communicate their features. Packaging is one of the most powerful communicative tool of the marketeer. It’s a 101 of the brand dress up. Today, when I saw my entire array of washroom sink, I could not stop thinking about the category’s rationale. Then it hit, while they are missing a great opportunity! As they say ‘do in Rome as romans do’ & ‘dress to impress’, both idioms just don’t check through for this category.

The brand I use, COLGATE TOTAL12, actually is a great new discovery for me. I just shifted to it, love the taste and cleaning effect. But the vertical packaging just fails to meet the criterion. Even the standup flip top cap did not encourage the brands & shopper teams to address/ rethink through this concern. After thinking for while, the following mythical conclusions came to my mind; MYTH 1 : Consumers prefer it this way = Wake up !MYTH 2 : Machinery can’t efficiently run it vertically = Seriously, how come all tube brands are doing it!MYTH 3 : Brand Guidelines are this way = So Improve them !MYTH 4 : Its an Industry norm = Lead the pack MYTH 5 : What can the I (Category/ brand get out of it?) = Must see me ending comments

Myth 1 : Consumers Love me this way

Look around you, all packs are upright │Features aren't readable │ Pack info. is just everywhere

Myth 1 : Consumers Love me this way

Pack information is just everywhere(Maybe a better way to write with

Small icons )

Prevents cavities Inhibits plaque Cures gum problems Avoids tartar Prevents sensitivity

Strengthens gums Whitens teeth Freshens all day breath Protects teeth Fortifies enamel

New/ AdvancedFormula

in paste form

Myth 2 : It’s an Industrial Issue

Learn & Improve │otherwise its a current communication gap │ Why spend on the expensive capIf the objective is not to stand upright

Myth 3 : I’m adhering to brand ‘Guidelines’

Address it │Learn from the consumer │ Test it │ Challenge it │ Lead it Vs. being led

Myth 4 : Its an Industry Norm

Leading the pack helps, ………….‘Watch the Movie ‘Jobs’ on Steve Job’

Innovate │ Innovate │ Innovate

Myth 4 : Its an Industry Norm

Not that ORAL B is doing a great job at communicating clearly

Myth 5 : What can the Category get out of this ?

It’s a mere coincidence or surprise, but almost 80% of the products other than toothpaste are ; Price range of 3$ and above (per unit). Vs toothpaste brands (in this picture) still, are lower priced

Possible issue - by not clearly communicating consumers are not convinced/ reinforced of benefits> therefore a pricing up challenge can be predicted. A clear communication gap Vs other categories in product packaging.

An example from other category

Maybe it’s a huge opportunity for the toothpaste brands to design packaging for vertical stand/ show-ability. Because their product was definitely not made to perform (Communicate) while lying down (as shown below).

Why to invest in these thoughts >

MYTH 1 : Consumers might like it the Vertical way ( I know , I will) MYTH 2 : It might be more profitable in the long runMYTH 3 : Improved brand Guidelines (Vertical will communicate more effectively)MYTH 4 : The Industry will follow & brand will be recognized as the Innovative leader MYTH 5 : Might also be profitable for the category overall (pricing up in future!)

Brands in the category follow the same …..

The many possibilities to innovate

Vertical standup tubeWith horizontal branding

Vertical standup packs

Variable Colored lids

(Example)

Happy Learning … Innovate or be lead by others.

-Abrar Ahmad Khan -