One World, One System

The Ask

Every few years, Procter & Gamble turns to us to refresh their global kids oral care line. As 2020 approached, the line's look had become fragmented across regions, and a need for systemic simplicity and unity was paramount. Additionally, P&G had noticed significant traction in their licensed products. Our charge--to redesign the entire global line from the ground up to maximize shelf impact of these products while accommodating the varying needs of all regions.

The Solution

In the children's personal health space, we discovered that kids are driving purchases just as much as parents.  For them to buy in, the product has to feel like it's for THEM, immersing them in the world of the character instead of leading with branding and slapping a character in the corner.

While conventional wisdom in the space held that listing more benefits = more parent appeal, in the realm of licensed oral care, the purchase-driving influence of kids, plus the halo effect of a trusted oral care brand led to a simpler is better” being the preferred approach. Simplified claims also allow for more global unity.

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