Cheerio Plus Anti-cavity Toothpaste for Kids
Company:
Dr Reddy's Laboratories Limited
Country: India
Category: Health and Personal Care
Summary (Major claims)
• Introducing World’s first Innovative Toys Character (Crocodent- The Funny mascot )
• Gender-Specific Appeal(Boys & Girls)
• Enhanced toy visibility with transparent window on carton
• Aesthetic Appeal (Carton- Soft touch varnish, 3D embossing, customized partition to hold the toy)
• Innovative Cap Design with customized cap profile to enable fitment of toy onto it.
• The crocodile toy is ingeniously designed for both to fit over the toothpaste tube cap and to stand on the table
• Advanced Mould Development for crocodent toy- 6 component mould( Design-Development-Testing-Assembling-Printing-Final Finishing)
• Enhanced Brand Value
• “Toy Child Safety”- BIS test compliance(BIS no: IS 9873)
Launched in INDIA market.
Introduction:
We are delighted to present our entry for the World-star Awards, showcasing our ground breaking packaging design for a new children's toothpaste. Our product, "Cheerio Plus Anti-cavity Toothpaste for Kids” combines dental care with playful engagement, featuring a unique packaging solution that not only attracts children but also enhances their brushing experience.(Refer Fig 1)
Background of Crocodent: (Refer Fig 2)
Innovation Process: Through extensive market research, we identified new ingredients and developed a child-friendly character that promotes strong teeth. Initially, we explored five different mascot ideas, including a rabbit, elephant, sea shark, and tiger, all designed to make brushing more enjoyable for children. This process took nearly 10 months, considering factors like toy visibility, transportation, and fitment to the packaging.
Mascot Selection: After brainstorming and consulting with children, parents, and caregivers, we shortlisted the crocodile as our mascot. The crocodile’s unique characteristics evoke curiosity and novelty, making it an ideal choice. However, we faced challenges in ensuring the toy’s cuteness and appropriate size for packaging.
Final Design: Despite these challenges, our team successfully developed an innovative packaging solution that integrates the crocodile mascot. This design not only meets the practical requirements but also enhances the overall appeal and functionality of the product.
We have shortlisted Crocodile, which is peculiar
Reptile
Peculiar body characteristics
Evoke curiosity & Novelty
Product Overview:
"Cheerio Plus" is a toothpaste designed specifically for children, and it stands out with its creative integration of a toy. The central character, "Crocodent" is inspired by the strength of crocodile teeth, reflecting our commitment to encouraging strong dental hygiene habits in a fun and engaging way.
Customer Feedback:
We launched “Cheerio Plus Anti-cavity Toothpaste for Kids” and introduced it to top pedodontists across India. The initial response has been overwhelmingly positive, with many impressed by the innovative toy and fantastic packaging. The product has received superb feedback nationwide, and we are excited to offer it in two different SKUs.
Delhi: “This packaging is fantastic and unique. No other company has introduced such an innovative pack. I love the design.”
Hyderabad: “In my 15 years of practice, I’ve only seen brushes or pencils included in packs. This is something different, and kids are really liking it.”
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Design Highlights:
1. Innovative Character Integration:
- We introduced "Crocodent" a charming cartoon crocodile, to captivate young minds and promote dental health through a character that symbolizes strong, healthy teeth. This character is not just a visual element but also an interactive component that enhances the overall product experience.
Claim for Crocodent character:
• First ever introduction of “Crocodent” cartoon character in market
• BIS (No: IS 9873) Compliant on safety aspects related to Mechanical and Physical Properties
2. Gender-Specific Appeal:
- The toy is thoughtfully designed to appeal to both boys and girls, ensuring inclusivity and broad appeal. The design and functionality of the toy are tailored to engage all children equally.
3. Enhanced Visibility: (Refer Fig 4)
- To highlight the toy and make it more appealing, we incorporated a display carton that features a clear window and inner partition to hold the toy. This allows the toy to be visible and invites children to interact with it even before opening the package.
4. Aesthetic Appeal:
- We utilized a velvet varnish(soft touch) and 3D embossing on the packaging to create a tactile and visually appealing surface. This finish adds a touch of luxury and makes the packaging more attractive to children, enhancing their overall experience with the product.
5. Innovative Cap Design: (Refer Fig 3)
- Traditional toothpaste caps are functional but often overlooked in terms of user engagement. Our design addresses this gap by incorporating a unique profile that securely holds a toy while you open the toothpaste tube. This dual-purpose cap not only ensures a secure and effortless opening but also provides an interactive element that appeals to both children and adults.
The crocodile toy is ingeniously designed for both to fit over the toothpaste tube cap and to stand on the table. This unique feature not only provides a fun element but also ensures that the toy remains a part of the daily brushing routine, after brushing can be played with as a toy for its unique feature, making the process more enjoyable for children.
6. Advanced Mould Development: (Refer Fig 5)
- To bring the "Crocodent" toy to life, we developed six distinct component moulds. This meticulous approach ensures high-quality production and precise detailing of the toy, contributing to its durability and appeal. Every component are designed in such a way keeping in mind the locking respective parts and to avoid sharp edges to form final outcome – Funny mascot Toys “Crocodent”
Conclusion:
Our packaging design for "Crocodent" represents a new approach with significant advancement in the way children's dental care products are presented and experienced. By integrating a funny toy character on the tube cap, we have created such a package that not only supports dental health but also makes brushing a delightful part of daily life for children. We believe this design embodies the spirit of innovation celebrated by the Worldstar Awards and stands as a testament to our commitment to excellence in packaging.
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