CLOSE-UP TOOTHPASTE

PACKAGE REDESIGN | CHURCH & DWIGHT

Close-Up is THE ORIGINAL cinnamon-flavored toothpaste beloved by a highly loyal yet aging consumer. C&D wished to reinvigorate the brand and attract new users looking for clean teeth in addition to great cinnamon taste. Close-Up packaging had not been touched in 40+ years, so it was critical to preserve equities while breathing new life into the brand. Our new packaging modernizes the logo, keeping it locked up in a red semi-circle. Visualization of the cinnamon flavor with a blast of taste sensation brings energy and excitement. Stronger claim language promises efficacy, and increased color-coding improves shoppability among SKUs.