Colgate Sensitive Toothpaste

Our goal was to create a disruptive and easy-to-shop packaging design to establish Colgate Sensitive as the new modern way for RELIEF of sensitive pain.



In the past, Sensitive toothpastes have focused too much on the problem of pain, rather than the benefit of fast relief. We needed to contemporize Colgate Sensitive with ownable new visual and verbal cues of relief, to position Colgate as the most superior sensitive toothpaste in an optimistic and heroic way.



Our design work was guided by the semiotics of pain relief and the big creative idea of “Leading the Way.” The new design features distinctive and dynamic rounded arrow shapes that intuitively convey fast relief and set Colgate Sensitive apart on shelf.



The clean and modern design elevates expert credentials for Colgate Sensitive, so people really understand what it is and how it helps to relieve pain fast. The Sensitive product line now looks like a strong family, with clear tiering and variant differentiation.



This disruptive design with strong brand asset ownables of the colored arrows led to significantly increased purchase for Colgate Sensitive across Latin America, and grew significantly in penetration and share.