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Technology 'inches' forward at Oral-B

Oral-B concludes three-year project to develop new brush and creative preprinted package structure. Inks, thermoforming, materials handling, package closing systems all gain in new developments.

The package for Oral-B Laboratories? new CrossAction toothbrush (above) is as interesting as the product inside. It?s probably t
The package for Oral-B Laboratories? new CrossAction toothbrush (above) is as interesting as the product inside. It?s probably t

The company, naturally, is excited about the brush. So enthusiastic, in fact, that the suggested retail price is $4.99. Marketing experts say this is about 50% more costly than other premium toothbrushes. While the company is clearly the sales leader in the manual toothbrush category, how big are the bets on this model?

First, Oral-B's Iowa City, IA, plant constructed a 60ꯠ-sq' addition dedicated exclusively to the manufacture and packaging of CrossAction. In addition, it has invested heavily in automating package forming and its filling and sealing line. Second, one of its suppliers on the project, CCL Label (Itasca, IL), invested $2 million in a new printing press to produce the sheetstock for the new package. Finally, by the end of '98, Oral-B had already been awarded no fewer than 22 patents on both the brush and the package. Six of these, so far, are on the package alone.

What makes the package so interesting? First, it's a transparent blister clamshell for a product category that usually uses blisters and either cards or film backs. Second, the 20-mil polyvinyl chloride clamshell is completely preprinted; there are no add-on labels. To accomplish this, Oral-B and suppliers had to develop special "stretchable" inks that could hold color even after thermoforming.

Third, to allow preprinting of even the UPC code, Oral-B had to perfect cold-forming, or more precisely, a combination of hot and cold thermoforming. This meant unusual machine and tooling technology from Sencorp, a DT Industries Co. (Hyannis, MA).

Fourth, to accommodate retailers' existing merchandising environments, the package could be no wider than 1", exactly the same width as the product. This required equipment that could form and die-cut the package in a single station. It also meant tight tolerances in the design of the hinge.

Fifth, Oral-B decided it needed to turn its production and packaging concepts upside down and create an in-line process that it calls "pellet to pallet." That refers to brush molding to palletizing of finished goods. From preprinted sheetstock in rolls, the process at Iowa City forms and cuts the clamshells and then transfers them to the loading and sealing system. After robotic indexing, the loading of brushes is also performed by a robot, and clamshells are closed and transferred into an ultrasonic welding system that currently puts four spot welds into the clamshell for hygienic seals.

Finally, the most unusual aspect of the CrossAction project is that all components were, as team leader Brad Baker calls it, "parallel-pathed." This means that while part of the development team was designing the product, other team members were simultaneously designing the package. Or as Gary Bentrim, engineering systems manager at Iowa City, puts it, "We were literally designing the package sealing system even before we had a hinge design or a package."

Creative catalyst role

The company assembled what it called its Project Discovery team, an interdisciplinary group of Oral-B people from headquarters and from the Iowa City plant. The objective was to develop a breakthrough toothbrush product and market it in a distinctive, unique and value-added package. As this evolving group looked to packaging, the company called in Kornick Lindsay (Chicago, IL), a consulting firm known for its unique package structures and designs.

"Imagine our excitement to be involved in a project where the client was asking--actually demanding--that we really stretch the envelope and look for an innovative package," says Joe Kornick, a principal at the consulting company.

"Initially, we placed very little constraint on Kornick Lindsay as they developed various concepts," recalls Brad Baker, Discovery team leader for Oral-B. "We asked them to develop a variety of structural packaging concepts that would be new to the marketplace. Then, as we moved from concept to development, we selected the top eleven or twelve for prototyping."

The team then began the first of many rounds of market research with consumers, says Diane Rooney, Oral-B's communications manager and another team leader. "The fact that we began work on packaging almost from the same time as product development speaks to the idea of partnerships and to the tremendous creativity in the early stages," she says.

In fact, Baker adds, the team couldn't really identify the package structure until after about three rounds of consumer testing. Once the team shifted from development and toward implementation, more interaction took place with manufacturing and packaging people at the plant. At that time in late spring of '97, the team made two decisions that narrowed the focus for the package: the new packaging would fit into retailers' regular toothbrush merchandising formats, and the team decided to explore the plant's experimentation with preprinted sheet.

Special forming technology

At Iowa City, Oral-B manufactures and packages all of its several lines of toothbrushes. It's heavily involved with thermoforming blisters for those products that receive the conventional lidding sealed by radio frequency heating. All of these packages--indeed all previous U.S. toothbrush packs--are believed to use labels on their packs.

To avoid this extra step, Oral-B had developed and patented a process called "cold-plug forming" that permits the use of partially preprinted sheet for thermoforming. In essence, the heated sheet of material is, in certain areas of the mold, forced into the mold with a plug assist with a cold surface temperature. The concept is to "freeze-set" the plastic by chilling its surface to avoid any deformation of the print, according to Bentrim.

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