Remember to say what you do

Don’t forget the fundamentals.

Most categories have a series of expected visual aids and shortcuts that are necessary in order to convey the product goal.

In the toothpaste category, above and beyond anything else are ‘efficacy’, and ‘cleaning credentials’.

This is especially true when you are also trying to command a more natural proposition at a very premium price point.

Take this example from Hello. Many of the required cleaning credentials have been sacrificed in order to push a more natural product.

Whilst this may be a differentiating factor consumers look to the main product benefit. Will it work? Will it whiten? Will it freshen my breath?

Forget these important necessary cues at your cost, because if you do, you’ll find the consumer may forget you too.

#BrandDesign, #PackagingDesign, #Packaging, #Marketing

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