Brief Explanation

Though many battles in retail are fought above the line, in a country of 1.21 billion, the war is often won at the counter shelf. Happydent Complete, a teeth protection gum, was fighting a losing battle at POS. The challenge thus was to create visibility in a heavily cluttered segment and the objective to create a packaging that attracted attention.

The Brief

Happydent family had introduced a new variant in the chewing gum and mint section. A teeth protecting gum called Happydent Complete. Happydent wanted their newest member to standout at the very place where customers made their choice in chewing gum, the counter shelves.

How the final design was conceived

We created a packaging with a bite, literally. Borrowing a vibrant street-art style, we took popular Indian archetypes and crafted their colourful caricatures. What we got was a fun and vibrant design solution that didn’t just leave a smile on our face, but on the pack itself.

Indication of how successful the outcome was in the market

The response we’ve got so far on the new pack has been overwhelming. Even in smaller towns, where product placement on the shelf is as unorganized as the shelf itself, we’ve managed to kick the competitions teeth in. And Happydent Complete is on its way to becoming India’s favorite teeth protection gum.