Case Study: Colgate Total Plaque Pro-Release

BUSINESS CRITICAL ISSUE

Total Plaque Pro-Release, a new Colgate-Palmolive product targeting plaque, underwent pack design testing by Behaviorally. The goal was to effectively communicate its unique positioning on the shelf. 

MULTI-MODAL ENGAGEMENT

The designs screened were engaging, colorful, and featured a distinctive graphic, a colored holographic emblem on pack. Pack.AI™ identified Benefits to purchase and helped alleviate Barriers to communication to help provide a clear path for the winning design to move forward to market.

GROWTH OUTCOMES

Launched in 2023, the new design for Total Plaque Pro-Release earned accolades, including a Best of Beauty from Allure.

Data intelligence to own the most valuable moment in marketing: when a purchase transaction occurs.