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A typical set of racks
Carrefour seems to use much of the same scheme as Leclerc. Again, we observe the horizontal bulks of brands standing side by side. The whiteners seems to also bulk together. A difference however, seems to be that Carrefour carriers a larger part whiteners. An element we also noticed at both Leclerc and Carrefour, is that upright plastic is placed at the top of the shelves, the paper cover tubes in the middle and the bare tubes get the lowest shelf places.
We can see that private labels are close to the French market leader Signal, so that people can easily compare the price. It is their only chance to sell the product as people usually buy branded toothpaste and not the one from the retailer. Moreover, all brands occupy the space proportionally to their market share.
- General Packing characteristics
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgabDsnKHRK1muosatf38KNnbaVUNMHasZDWGf85JK7ecPt52SHSEtt9XVbkJy5QCOs3LFS17Bpz0h1osOGx04M5-i22mhk7ye2A-hNhEpFvwttZCUh01ebi7mksKkA94jjlzQAL_LbuZMz/s200/Sans+titre+4.jpg)
The tall upright tube is often associated with the Aquafresh total toothpaste. Today, however, tall upright is available for most brands. The toothpaste the packaging is combined with is often marketed as high quality multi feature products. Retail prices are high for this kind of packaging.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpBOfTbclGECRacywi8JxMv-TycE2rvEVm784D-S01_ieuzlhDE8tMlcrIwRGxoKjxrEZmEhf7HKXSRjL7GNJVVlML2xbKPL9u0zKvM7U_lvBJJrp6v8tzspL_dtDawYVFkm27W7aYQ1zA/s200/Sans+titre+6.jpg)
The last packaging option is the bare tube. It is often paired with low price toothpaste. Common toothpaste varieties are of a more core characteristics.
- Great Packaging Example
- Creating Successful Packaging
In short, the company gives the following rules of thumb to create love.
The store environment – a toothpaste rack delivers hundreds of marketing messages at once. How can your packaging help set the brands apart.
Communicate clearly and quickly – a product should differentiate itself from comparable substitutes in seconds, and yet be so comparable that consumers understand which segment it belongs to.
Being different – do something else than what your competitions design. Being bold is not always the answer, if everybody else has screaming packing it might be best to be quite.
Close the deal – packaging often helps to attract first time buyers, to go from first timers to repeaters the product must meet the needs of the consumer. If the product is a ill fit or just poor, few will buy it again.
Even if marketers spend lots of time on toothpaste packaging, it is not exactly renowned for revolutionary design. However, there is one brand which really sets itself apart. Email Diamant clearly sets itself apart when it comes to packaging. With a Spanish matador greeting you and a bright yellow color it can be defined as quite unique.
Sources:
All images from Google Image
http://www.packagedesignmag.com/content/casa-rex-redesigns-toothpaste-packaging-unilever-germany
http://www.jenndavid.com/
http://www.packagedesignmag.com/content/dont-forget-basics-when-designing-packages/
http://blog.casarex.com/