The new packaging is being launched through a campaign entitled The Brilliant Mouth Experience, and is being showcased at a dedicated temporary boutique in New York City. Describing the packaging as 'breakthrough', the company says that re-branding aims to redefine the oral care category, and in particular the tooth whitening segment by saying 'bye bye to boring toothpaste'. The Rembrandt brand, one of the oldest whitening brands on the US market, has a traditional and long-standing history, but because of its image is perceived by some to be a little old fashioned. The new packaging and marketing campaign is designed to break with some of that tradition and to compete with some of the biggest names in the business business, such as Crest, which have been slowly increasing their share of this segment. The new packaging design is simplistic, going for a minimalist look, with straight-forward color-coding to determine each product line. The move should do much to differentiate it from the increasingly elaborate designs that are currently screaming for the consumer's attention on store shelves. However, with many consumers now believed to be confused or simply fed-up with elaborate packaging and dubious product claims, the marketers of the Rembrandt brand are hoping that its back-to-basics approach will prove the way forward. Currently valued at $500m in the US, the tooth whitening market has been inundated with major launches in recent years, as well as being affected by claims that some of the ingredients used in certain products can be perilous for tooth enamel. Fighting back against these challenges, Rembrandt believes that its re-branding defies the market over-crowding, as well as spurious claims made by competitors. The Rembrandt re-branding is being showcased at the temporary New York City store in Manhattan, where the new product lines are being promoted under the monica, 'The Brilliant Mouth Experience'. Billed as a unique oral care experience, consumers visiting the store will have an interactive retail experience. This means that after each product purchase the store shelf flashes up with a message about the product. There will also be the opportunity to have a photo taken, which will be used as part of an ever-changing collage within the store premises that depicts consumers' mouths.