Sensodyne is to launch a newly-engineered toothbrush in two weeks, called Sensodyne Elite. It has been designed by Stafford Miller, with brand development and packaging by London brand consultancy Creative Leap. Merchandising units have been created in conjunction with Marketplace Merchandising. Creative Leap director Trevor Bradford explains: ‘The bristles are rectangular in shape which means there are more bristles per tuft… and the brush has a greater cleaning surface than ordinary toothbrushes. This complex message was captured in the technology name Active Bristle Profile.’
Holographic packaging has been applied for a hi-tech and eye-catching look on shelf, he adds.