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Multi-dimensional branding: Paste emphasizes attributes, store environment

Recognizing the need for a novel approach to introduce yet another product in the whitening segment, a Manhattan-based cosmetic dentist focused on brand name, package color, and the right distribution channel.

Pw 8973 Starbrite Toothpaste

Tooth whiteners is a $294 million industry unto itself in the United States, according to Euromonitor International. Recognizing the need for a novel approach to introduce yet another product in the whitening segment, Dr. Debra Glassman, a Manhattan-based cosmetic dentist, focused on brand name, package color, and the right distribution channel.

 

Glassman developed an advanced-whitening toothpaste and worked with MoxieTM (www.moxietm.com) to develop a brand identity that emphasizes the paste’s cosmetic benefits with a bit of “star power” and channel-specific packaging.

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