Wednesday, May 29, 2013

Brush whilst you diet and get your caffeine fix. Brush the Colgate way?

Brandchannel has an article about a patent application from Colgate-Palmolive. As you know this company has a significant stake in the world's oral hygiene market, with such toothpaste brands like Colgate, Elmex and Dentaguard, not to mention that the company claims to account for one-third of the world's toothbrush sales.

This innovation is claimed to be “a new toothbrush that releases chemicals straight into your mouth as you brush,” could net the company an additional $330 million—and that's only for one "flavor." I am not sure where that quote comes from but I think you get the idea.

The flavouring (or dietary supplement) would come through the toothpaste via a patch attached to the back of a specially designed toothbrush.

Why does this interest me? Firstly, its is good to see a large company thinking outside the box. Secondly and by far the most importantly, you could see how such a product could be positioned to appeal to older consumers.

We know that dietary supplements are going to be big business as the wellness conscious group of older consumers look for ways of keeping their bodies, minds and senses working for as long as possible. So, an interesting pitch would be to combine you supplement fix with oral hygiene.

OK, this might be an off-the-wall idea but it is one I would give a second thought. Dick Stroud

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