Colgate WISP
April 10, 2012
Challenges Addressed:
Winning at the Shelf
Speed-to-Market – Quick Launch of New Package
Background and Printpack Solution:
Colgate® WISP™ is the first disposable mini-toothbrush with a breath freshening bead that allows users to have a clean, fresh mouth anywhere, anytime - no water or rinsing required.
Colgate was looking for a new format for a multipack of their Wisp toothbrushes.The need was urgent, because Colgate felt they were losing sales to the competition who offered brushes in a multipack. Colgate first looked into a rigid package, similar to their current clamshell with a peg hole, but the clamshell limited Colgate to only a 4-pack. Colgate wanted a format which could offer 16 brushes.
Printpack turned around several sample SUP pouches with a peg hole and zipper. Within four weeks graphics were being developed, and Printpack received a trial print order. Printpack provided the premade pouches.
Results:
- The SUP meets the desired merchandising flexibility; it can be hung on a peg hole or stand up on the shelf.
- The large graphic billboard also enhances shelf-presence for further brand recognition.
- The Wisp Stand-Up Pouch is Colgate’s first flexible packaging format in Oral Care.
Colgate WISP Success Story Download