Display for oral health products delivers category growth
COLGATE “DO MORE FOR YOUR WHOLE MOUTH” | Canada
product category health & beauty
POP type temporary
size 10.625 x 1.625 x 5.41667
Contributing Shop! member: Hughes Decorr
client Colgate Palmolive
This display drives a brand effort that promotes and complements outstanding oral care regimens. With bold red and shining silver colors, the setup evokes emotional consumer responses and elevates the Colgate Total family of products into a heightened premium brand status. The solution leverages unique designs to deliver category growth across multiple retail formats, including drug, grocery, and big-box stores. It even establishes itself as an educational hub for consumers to learn about oral care.
Hughes Decorr researched multiple studies on human-reptilian brains that confirmed that movement gets noticed. This discovery inspired the creation and deployment of motion-activated lighting and shopper marketing tools like the display’s shelf blades and strips. The firm also strategically leveraged motion-activated lighting on all merchandising vehicles, including PDQ, floor stand, half pallet, and gondola, each tailored to a wide array of retail environments.
An average CPG product launch may ship between 4,000 to 6,000 displays per quarter. Colgate’s sent over 13,000 during its first business quarter. Both the strong messaging smile logo and Whole Mouth Health positioning got noticed, liked, and remembered, triggering purchases in-store and online. And the prepackaged setup kept average in-store installation times to 5 minutes or less.