A new variant of GlaxoSmithKline (GSK)’s flagship brand of toothpaste comes in a stand-up tube designed by the branding consultancy Webb deVlam and it ditches the usual carton in favour of a vertical presentation in a shelf ready tray (SRP).
According to the designer, the visual effect of Aquafresh Ultimate’s shaped upright tube effectively disrupts the product category and achieves standout in the “wall of competitor cartons”.
The new mode of presentation promotes the brand with the ‘halo’ icon at the top of the pack with the curved end seal profile facing the consumer. The SRP by DS Smith features a 3-dimensional Fresnel lens to highlight the benefits.
Strong graphics employ semiotic codes, “to communicate its efficacy and premium positioning”, says Webb deVlam. Decisions were based on studies of consumer perceptions and attitudes with the aim of competing in the premium segment of the category.
The self-standing tube has a “stay clean” flip top cap. It features a distinctive white nozzle indicating a healthy tooth, surrounded by an Aquafresh wave shaped translucent hinged cap to represent a healthy gum and “whole tooth protection”.
Albea and API Laminates were responsible for the tube supply and decoration. A polymer based laminate (PBL) was used so the tube keeps its shape during use.
The tubes are accurately placed into the SRP trays in a specially developed PET tray insert on a high speed filling and assembly line.
Aquafresh Ultimate was recently launched in the UK following its entry into France, The Netherlands, Italy and Germany.
