GSK shakes up the market with self-standing toothpaste packaging

By Pooja Kondhia

- Last updated on GMT

GSK shakes up the market with self-standing toothpaste packaging
GlaxoSmithKline (GSK) has launched Aquafresh ‘Ultimate’, the latest product for its oral care brand Aquafresh, which has a noteworthy lack of secondary packaging.

The result of a collaboration between GSK’s in-house PacXperience and design consultancy firm Webb de Vlam, Aquafresh ‘Ultimate’ has been designed and produced as a vertically displayed tube.

Self-standing, it has a ‘stay clean’ flip top cap, which features a white nozzle. The tubing itself is made from polymer barrier laminate (PBL), which keeps its shape even after most of the product has been dispensed.

Environmental benefits

In disposing of the secondary packaging (the carton), GSK has highlighted the consequential environmental benefits, which include fewer manufacturing resources.

According to GSK, producing the self-standing toothpaste tubes and eliminating cartons will save 2,240 trees and avoid using 340 tonnes of paper per annum.

Category disruption

Within the category at present, conventionally products consist of horizontally merchandised toothpaste tubes contained within a secondary packaging carton.

However, GSK’s Aquafresh ‘Ultimate’ disposes of the need for secondary packaging thanks to its primary packaging, the upright tube, meaning it can be displayed vertically in a shelf-ready tray.

A company spokesperson stated “the packaging design brief was [to deliver] differentiation and disruption at the point of purchase​.”

Additionally, GSK has used semiotics – graphics and signs to draw further attention to the product. Focus has been stressed on the Aquafresh Ultimate logotype with the specially designed scientific typeface as well as the depiction of a healthy tooth and gum line, the company claims.

Also, the circular frame of the tube has been used to communicate whole tooth protection.

The product has just launched in the UK following recent successes in France, The Netherlands, Italy and Germany (the first places in an international roll-out schedule that commenced in March).

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