We worked with GSK on several innovation workstreams to create new product solutions that would change the way people feel about brushing their teeth. In other words, we needed to find a way to make oral health a pleasure and a priority – not a chore.
We identified flavor as one of the most important opportunities for us to bring pleasure, energy, and value back into this category for both adults and kids. Flavor was a simple but powerful way to elevate the experience and encourage consumers to brush for longer without having to change their behavior.
Flavored toothpastes already existed, of course, but they generally focused on niche consumers at a premium price point. We needed a way to tap into a bigger, mass opportunity and move consumers up from mint-flavored SKUs to a more premium but still accessible flavor experience. Importantly, our solution had to add value for both the consumer (by making their brushing experience more pleasurable) and the category (by bringing more new news and differentiation).
We provided detailed executional guidance and worked with the pack design team to retain elements essential to achieve maximum impact. We also worked closely with individual markets, helping them to understand local nuances and gaining support for the proposition globally.