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Mouthwash Demonstrates the Power of Packaging

April 11, 2009: 03:47 AM EST
Triumph Pharmaceuticals has demonstrated the power of packaging with its new-look SmartMouth presentation. The selling point for the mouthwash is that it provides 12-hour cover, compared with only one or two hours provided by major competitors such as Listerine and Scope. But this key message was lost in a clutter of words, color, and motifs on a package that simply blended in with the rest. Triumph, owned by a family of dentists, called in Obata, a St. Louis design firm, to take a fresh look at how the product could be positioned where it belonged – in the premium category. The result was a package that can be described as crisp and clean – just like the product – getting key messages across to buyers simply and effectively. “Fresh, dignified, competent” was one consumer’s reaction to the new package.
Becky Ebenkamp , "Smart New Package For a SmartMouth", Brandweek, April 11, 2009, © Nielsen Business Media
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