Colgate puts the squeeze on traditional packaging

Food & Drug Packaging, Dec, 2000

With the launch of its 2-in-1 toothpaste and mouthwash, Colgate-Palmolive squeezed out the traditional tube design. Instead, the 4.6-ounce package, made of clear polyethylene terephthalate (PET), stands above other tubes.

"We went with the 2-in-1 form because the product is designed for the customer who demands more," says Allison Klimerman, a marketing specialist with Colgate-Palmolive.

The new package was designed by Colgate-Palmolive Global Packaging, an in-house design firm.

"It is designed to fit perfectly in one's hand," Klimerman says. The polypropylene cap is a flip-top and can be open in one easy motion.

The new design also takes up minimal room in the medicine cabinet. The small size also makes it portable for travelers.

Officials at Colgate-Palmolive would not comment on whether it will be seen on future products. Because it is a new launch, the numbers aren't in to gauge consumer reaction to the new package or the new product.

The company also would not disclose who supplies the bottle, closure or label.