Branding & Package Design
COLGATE EXPERT WHITE
BRAND EXTENSTION
POSITIONING
BRAND ARCHITECTURE
SUBSTRATE EXPLORATION
BACKGROUND
Colgate Europe was looking to create a premium tier of their MaxWhite line of whitening toothpastes called Expert White.
ASSESSMENT
JAM wanted to create a dramatic effect for Expert White to support its high level whitening ingredient and to help position it as a premium toothpaste. JAM also wanted to keep the Colgate red equity, but explore ways of playing up the color to elevate the brand.
SOLUTION
Working with the Colgate team in Basel, Switzerland, JAM designed a premium MaxWhite toothpaste utilizing a silver ring to play up the technology behind the product, and bursts to help communicate that it's a whitening toothpaste. The use of a ripple pattern gives the toothpaste the wow factor to cut through the clutter on shelf.
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