The toothpaste aisle is a confusing old fixture.
In order to command more shelf space with what is ostensibly a very small canvas, brands are increasingly introducing lots of new offerings.
This is potentially great news from a consumer point of view, however, it would only be successful if those brands can effectively differentiate their offers and match them to specific needs.
Have a look at this example from OralB. This is a small section of the fixture, there are in fact many more varieties from them that all suffer from a very similar issue.
What is it, and what does it do?
In this particular instance it’s unclear what one variety offers over the other, does it meet a particular need or is it just a different flavour alternative?
In fact, the naming strategy on one could be said to cannibalise the naming strategy on the other, if this one is advanced is the other one basic?
If you’re not clear with the consumer you’re not going to build trust with them. Ultimately, the consumer wants to know what need you are meeting. If you end up with two products potentially meeting the same need you only serve to cannibalise the offer.
#BrandDesign, #PackagingDesign, #Packaging, #Marketing
