Optic White

(Colgate)

Problem.

The oral care category is intensely competitive and overflowing with brands and product claims. The Colgate-Palmolive Company needed a relevant way to break through the noise.

Solution.

Elevate expectations. Find a word with meaning and interest, but unused in the category. In our review of more than 300 products in several countries, the word optic did not surface. Our research showed that, for consumers, the combination of optic and white triggered strikingly positive associations, resulting in one of category’s strongest new brands.