Colgate
Colgate makes toothpaste, brushes and oral care products sold worldwide, with dental professional endorsement at the centre of its positioning.
Clear, confident sans. Claims and their asterisked evidence set at legible size. Nothing decorative, nothing clinical looking.
make a dental claim without its study
show teeth retouched beyond a real result
use fear of decay as the main message
Recommended by dentists, with the study referenced below.
Reassuring and evidence backed. Say what the product does for the teeth, with the dental evidence beside it.
Households buying oral care weekly, and the dental professionals who recommend a brand to them.
+Dentists as the authority
+Brushing twice a day, for everyone
+Claims with studies
×Cosmetic promises without evidence
×Fear of the dentist used as a sales tool
×Unreachable standards of white
would die on
Oral health is health, not cosmetics.
