Brief Explanation

Toothpaste + toothbrush + repeat hand motion = brushing. How do you make that fun to kids? Client’s objective was to refresh this entire dull routine. Make it surprising to kids. Make kids want to brush their teeth instead of being forced by parents to do so. We looked at the toothbrush, the toothpaste tube, and the toothpaste itself to see where we could innovate.

The Brief

Colgate challenged the agency to come up with an innovative idea to make the act of brushing teeth more fun to kids. And in so doing, make Colgate the choice for kids and parents.

How the final design was conceived

What if we could squeeze toothpaste into various shapes like how they do it with icing using nozzles? And that is what we did. We created Colgate “SqueeZee”. We used icing nozzles as our guide to create specially designed nozzle caps for Colgate toothpaste for kids.

Indication of how successful the outcome was in the market

SqueeZee nozzles only fit Colgate toothpaste tubes. So it is a great design and premium for sales promotion. SqueeZee's promotion packs were all sold out in 3 months after launch. The kids never thought squeezing toothpaste onto a toothbrush can be this much fun. Their surprise and joy of seeing toothpaste shaped like stars and seashells are also the results that Colgate wanted.