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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.