Colgate-Palmolive – Colgate ProClinical
Background
Colgate sought to launch a line of "professional"-grade, dental hygiene, toothpaste products. Colgate's perception was that, rather than have the product speak to health in general, it would position its new product as "professional." In addition, the "professional" designator was intended to communicate that the development of these products reflected expertise fielded from extensive research – products that had taken years to get to shelf and that were formulated for a healthful oral-care daily regimen.
Assessment
Swerve’s main project objective was to analyze the market in order to better understand the consumer interest in Colgate’s “professional” line of everyday toothpastes. Swerve wanted to define the specific product line and create a compelling design that would both win on shelf and emotionally connect with the consumer’s desire.
Solution
Swerve developed a branding solution that leveraged the insight gained during the pre-design consumer insight phase of the project to ensure that it was perceived as a daily regimen product rather than an occasional treatment. The packaging reflects the clinical and professional tones of the dental office, while contemporary icons highlight the benefit attributes for each of the three products: renewal, cleaning and whitening.