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OPTIC WHITE

PACKAGING

POSITIONING

GRAPHIC DESIGN USA AWARD
PENTAWARDS TROPHY
BACKGROUND

Whitening products were increasing within the oral care category and Colgate was looking to create a premium whitening toothpaste which would be as effective as whitening strips. 

ASSESSMENT

Competitive products were delivering the message of whiter teeth through “technology." JAM saw an opportunity to elevate Colgate to an advanced cosmeceutical tier, allowing Optic White to own the “beauty” position in the whitening toothpaste category.

SOLUTION

Colgate’s Optic White created a huge buzz within the oral care market. Since its initial launch, it has led to new ways of thinking how Colgate should leverage its red brand equity. Colgate’s Optic White recently won the Graphic Design USA award and a Pentawards trophy.