MW has been heavily involved in providing visual design services to Colgate-Palmolive New Zealand for over ten years. Colgate-Palmolive is the trusted brand for dental care, personal care and home care. The small soap and candle business that William Colgate began in New York City early in the 19th century is now, more than 200 years later, a truly global company serving hundreds of millions of consumers worldwide. Colgate People, working around the world, share a commitment to three fundamental values: Caring, Global Teamwork and Continuous Improvement. These values are reflected not only in the quality of their products but also in their dedication to serving the communities where they do business.

The Challenge

Colgate required MW to design graphics for their Total Advanced Clean giant tooth point-of-sale stand. Colgate Total contains advanced cleaning silica similar to what dentists use. Our client wanted to graphically illustrate the rough plaque build up of normal toothpaste vs the smooth dentist-clean feeling of Total Advanced Clean, on the stand.

Our Solution

We designed the point-of-sale graphics with a clinical feel in line with their existing toothpaste packaging. Designated areas of the teeth were sprayed with a multi-layered stipple effect, encouraging consumers to feel the difference. A tactile approach designed to engage the shopper and influence their purchase decision.

What We Provided

• Visual Design
• Image Manipulation & Retouch
• Stippled Effect
• Warehousing & Distribution

Special Technique: Stippled effect.
Special Cost Cutting: Stipple effect hand applied after manufacture.