GlaxoSmithKline worked with laminates specialist API, Chesapeake and design partner Blue Marlin on ‘stunning’ 3D packaging that features advanced holographic technology to launch Sensodyne Repair and Protect.
The toothpaste product claimed to repair sensitive teeth, is said to be the first oral care brand to use cutting edge Fresnel lens technology in its packaging to create ‘amazingly realistic’ holographic images on flat surfaces, says Blue Marlin.
The holographs illustrate the benefits of using Repair and Protect and how it works.
“We set out to achieve packaging that could communicate the product promise in a few seconds, even from a distance,” says Simon Ritchie, packaging design and ideation director of GSK’s Aquafresh and Sensodyne futures teams.
The Fresnel lens creates images that appear to have depth, and is based on technology created in the 19th century by French physicist Augustin-Jean Fresnel for lenses used in lighthouses.
Blue Marlin Bath creative director Chris Hart adds: “The holographs make you want to pick up the pack and run your fingers over them.”
