Packaging and packagin strategy

Junior (College 3rd year) ・Marketing ・APA ・4 Sources

Because it features "infusion of cold crystals that dissolve in the mouth when brushing, and they leave a strong surge of breath freshening power," Colgate Max Fresh is the brand of toothpaste I consistently use (Hartman, 2009). The toothpaste is packaged in a clear tube, which is unique in the toothpaste industry (main package). The tube is comprised of a flexible film that offers good performance and makes using the device simple. It also has a clear tube, which gives it a fashionable, modern, and innovative feel. The tube protects the product within from fading by blocking ultra violet light from penetrating the tube and doing so. Also, it enables me to see the contents and tell how much paste remains (Hartman, 2009). I prefer the red colored toothpaste, and the tube gives it a “flame like” appearance that makes me excited every time I brush.

The secondary package, that is, the cardboard box in which the tube is packed, stands out from all the other competing brands (Grundey, 2010). It has a simple layout because it contains the brand name “Colgate Max Fresh”” in large letters. It does not include too many messages, and as a customer, I can easily pick it out from a shelf containing hundreds of different kinds of toothpaste. Also, the unique feature of containing ‘cooling crystals” is also written in large letters and that is what stimulated me to try it for the first time. Also, the box has Colgate’s primary color Red all over, and this ensures that I cannot confuse it with another brand.

Branding strategies

The Colgate Max Fresh brand has a defining purpose (Napoli, Dickinson, Beverland, & Farrelly, 2014); to deliver a “whole dimension of freshness to its users every day.” And true to its word, brushing using Max Fresh is an experience like no other. Its value proposition is that a user feels fresh every morning, takes away bad breath, and whitens teeth and this gives one the confidence to start the day. Another aspect of its branding strategy is Colgate’s consistency regarding innovation, and this new product is a testament of its innovative identity. It communicates a trendy, modern, and fresh feel that appeals to all age groups, but particularly to the youth. Also, Colgate’s consistency in the toothpaste market for over 100 years gives rise to relationship value because I have the assurance that it will attend to my needs (Davi, 2013). Colgate Max Fresh brand also has reputation value, that is, customers share stories which imply its superiority compared to others. For instance, it was a friend who urged me to try it for the first time, and this shows the strength of its brand presence.

Comparison to Crest Pro-Health and Close-up toothpaste

I have identified Crest pro-health and Close-Up and Colgate Max Fresh main competitors. Crest Pro-health target market is for individuals with sensitive teeth and teeth are not white.” On the other hand, Close-up is for the whole family; the children, teenagers, and adults.

When it comes to packaging, only Max Fresh has a clear tube. Crest normally has a yellow tube while Colgate usually has a red or green tube. As I pointed out earlier, the clear tube is flexible making it easier to push out the toothpaste. Crest’s tube is a bit harder leading to a situation where it gets deformed (loses shape) after some few days. For the case of Close-up, the toothpaste loses its taste, that is, fades after exposure to the sun and therefore, the primary packaging of Colgate Max Fresh is superior. Regarding the toothpaste box, both Crest’s pro-health and Close-up have their names written in large numbers. The Crest's box is blue, and this makes it easier to identify. Also, its choice of blue and white colors makes the box more attractive compared to that of Max Fresh. I usually throw away the box but looking at the Crest pro-health one; I would consider keeping it becomes the color choice elicits emotions of trust and likeability to the product. Therefore, regarding the secondary package, Crest is superior to Colgate Max Fresh. However, for the Close-up box, it is red, similar to Max Fresh but it contains an image of a man and woman, a feature that differentiates the two. When it comes to the brand purpose, Crest pro-health promises to “fight plaque, prevent gingivitis, and keep sensitive teeth smiling.” Also, it gives the assurance that it is “clinically proven for a healthier mouth.” This gives it a reputation value because customers have the confidence that it will provide excellent quality and reliability on brushing. On the other hand, Close-Up’s promise is “12 hours fresh breath” the brand assurance is of white teeth, fresher breath, and a confident smile. However, I find Max Fresh brand is trendy, modern, and delivers a cooling experience that Pro-health and Close-up do not offer


Dani, V. (2013). Buying behavior of toothpaste in Urban India: A study on Pune city. Pacific Business Review International, 5(11), 48-56

Grundey, D. (2010). Functionality of product packaging: surveying consumers'attitude towards selected cosmetic brands (i). Economics & Sociology, 3(1), 87

Hartman, L. (2009). Finally: Toothpaste in a clear tube | Packaging Digest. Retrieved 11 August 2017, from

Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098

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