Shine your own way
Vibrant and luminous language for the limited edition of Colgate’s traditional Luminous White line
Colgate Luminous White is a leading toothpaste brand in LatAm. However, the company decided to run the extra mile and increase consumer involvement and engagement with the brand by enhancing its values – being authentic, accessible and inclusive. To stand out among other toothpaste brands, the company created a limited edition to strengthen its territory.
Committed with adding something new to the brand image, Colgate worked towards this goal by running an in-depth study on consumer trends, as well as by working together with renowned Mexican Universities for Design and Communication Studies to capture students’ insights – and handed us the results of these surveys as the basis for the project development.
The objective was to reframe the inspiration of the trends, keeping the youthful spirit of the brand but addressing all audiences, regardless of age.
The visual concept of the limited edition should be different from the current line to stand out and highlight the brand personality, however similar enough to be recognized as part of it. And above all, it should convey emotional benefits, a significant differentiation over competitors and the regular line, which traditionally highlight the ingredients and/or the functional benefits.
Among the creative concepts discussed, diversity was chosen. The new limited edition of Colgate Luminous White relied on the concept that beauty is for everyone, and goes beyond age, gender, generation or race. To empower consumers, making them feel outstandingly beautiful wearing a whiter and brighter smile, we used in the packaging illustrations of people in a pop art style - an innovative design for this segment. The illustrations represent the broad and inclusive target diversity. In the Point of Sale, the tubes can be displayed horizontally or vertically, with white spaces that use the ‘natural sheen’ of the packaging substrate to reflect the ‘Brilliant’ line.
The visual concept created for the new edition was used for other touch points such as hotsite, social media and communication campaigns, all on the same vibe - ‘celebrating who I am’.