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he market of toothpaste is a difficult and competitive one. In this article we will try to point out some methods that brands are using in their way of differentiating themselves from their competitors.
Today brands are trying packaging the toothpaste in fun tubes and tactile squeeze bottles. They are managing to mix it up and differentiate, but still it is the traditional paste that is the most desirable among customers, and why this packaging is the most common. It is hard to enter the market with something groundbreaking which will not be met with too much skepticism. However, producers are continuing to try in several ways.
To illustrate; when Colgate targets the kids segment, it tries to differentiate itself from other brands adding some shining effects to the paste, while changing the color of the paste to gold.
In addition, it changes the packaging, designing the tubes with figures and drawings and linking them up in connection to the toothbrushes, which is shaped like different characters. Kids get excited when they see more bright colors, things that sparkle and cartoons. Besides, we find that the taste is a bit sweeter than traditional toothpaste, which often can have a strong taste that most kids would dislike.
In addition, it changes the packaging, designing the tubes with figures and drawings and linking them up in connection to the toothbrushes, which is shaped like different characters. Kids get excited when they see more bright colors, things that sparkle and cartoons. Besides, we find that the taste is a bit sweeter than traditional toothpaste, which often can have a strong taste that most kids would dislike.
Since the toothpaste was adapted into tubes instead of jars, the size has been the same. With exceptions for travel sizes and small tubes for kids, the size is standardized to 100 ml. This is a perfect size that is very convenient and should be kept. But one thing that has been an issue for the consumers is the fact that we never seem to get everything out of the tubes. One attempt to change this is the design of Sang Min Yu and Wong Sang Lee. SavePaste tries to improve the packaging in two areas; eliminate the hard-to-squeeze dead space and minimizing toothpaste residue left inside the container. It means that the consumers can reduce waste and manufacturing price plus encourage recycling. In addition, they have a user-friendly design so that people easily can adopt it.
For the taste, there is a major difference between kids and regular toothpaste. Companies try to lure children to make them brush their teeth with sweet toothpaste and put the emphasis on the benefits of their brand to make adults buy.
As for the coloring goes, it has been mentioned earlier in this blog that toothpaste colors are usually light. We can all agree that black toothpaste do not seem that appealing. Some toothpastes are combining different colors for example red, white and blue like Aquafresh that is known for its three colors. When doing this, brands get three different tastes, three different colors and three different ingredients in the same tube. Actually it is very cleaver because we, as a consumer, automatically assume that they get all in one tube, “the total package”. Other brands are combining different colors to create something unique to their toothpaste. Further, some pastes are also light green or light purple, but these colors are associated to whitening process.
As for the coloring goes, it has been mentioned earlier in this blog that toothpaste colors are usually light. We can all agree that black toothpaste do not seem that appealing. Some toothpastes are combining different colors for example red, white and blue like Aquafresh that is known for its three colors. When doing this, brands get three different tastes, three different colors and three different ingredients in the same tube. Actually it is very cleaver because we, as a consumer, automatically assume that they get all in one tube, “the total package”. Other brands are combining different colors to create something unique to their toothpaste. Further, some pastes are also light green or light purple, but these colors are associated to whitening process.
Hereafter, we will list three different examples of how brands have approached the task of differentiating themselves from their competitors.
First, we look at Aquafresh Iso-Active Whitening. Aquafresh introduced this breakthrough technology in toothpaste in 2010. In 2011 it won consumer survey on product innovation in USA. This toothpaste was a brand new approach to total oral health and is meant to compete with Colgate Total. Further on, Aquafresh Iso-Active is delivered in a revolutionary canister. The paste inside as actually a gel that transforms into a deep-cleaning foam and disperses active ingredients. Aquafresh said that this provided the best way of cleaning that had ever been possible.
Second, and the most daring idea for a toothpaste brand came from Hattomonkey. They created a brand name and packaging design for the conceptual new black toothpaste Noon.
Source: http://popsop.com/5544
With this minimalistic approach they showed that it is possible to do something completely different to stand out.
Finally, we just want to include two examples of how to stand out from competition via taste... Though we doubt it would be a success!
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| http://www.mcphee.com/shop/products/Bacon-Toothpaste.html |
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| http://ytie.com/cupcake-toothpaste/ |
Until next time & Keep on smiling
Source: Google image
