WorldStar Winner: A Future of Sustainable Smiles - GSK’s Plastic-Free, Recyclable Secondary Packaging Toothbrush Launch

WINNERS 2024

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A Future of Sustainable Smiles - GSK’s Plastic-Free, Recyclable Secondary Packaging Toothbrush Launch

Company:

WestRock

westrock.com

Country: USA

Category: Health and Personal Care

GSK’s first-ever plastic-free, recyclable secondary packaging toothbrush launch disrupts the toothbrush aisle with an aesthetically pleasing, innovative, and fully sustainable concept. Engineered as an eco-friendly replacement to plastic blister packaging, it is a combination of a cellulose paper recyclable and compostable tray and NatraLock® Ultraseal top-card.

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The top card has a die-cut window glued with clear, heat-sealable compostable cellulose transparent film, allowing the consumer to see the product. Finally, on the back of the cellulose tray are two paper-based labels, also plastic-free.

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