For this reason, Plidenta took the best of Croatian flora and made four new toothpastes with 100% natural extracts in its R&D laboratories.
The challenge that was put before us was to develop a creative concept, create a slogan, and design a series of packaging for 4 toothpastes: Protective, Sensitive, Antiplaque and Whitening.
For the creative concept we turned away from the usual toothpaste colouring – white – and decided on a natural kraft paper colour base which one associates with the naturalness of the product. An additional “organic/bio” message was conveyed by adding medicinal plants in the foreground.
Each toothpaste was assigned a distinctive colour linked to a particular ingredient of the toothpaste. The intensity of the colour palette of all the toothpastes was uniform.
Since these were a completely different type of toothpaste on the market, we introduced them through PR activities and promotional packages which, in addition to samples of the toothpaste, contained samples of the medicinal plants used in the individual toothpastes and included humorous messages with a play on words.
Plidenta Bio toothpastes were chosen as the “Selected Product of the Year” by consumers.