Toothpaste + toothbrush + repeat hand motion = brushing. How do you make that fun to kids? Client’s objective was to refresh this entire dull routine. Make it surprising to kids. Make kids want to brush their teeth instead of being forced by parents to do so. We looked at the toothbrush, the toothpaste tube, and the toothpaste itself to see where we could innovate.

What if we could squeeze toothpaste into various shapes like how they do it with icing using nozzles? And that is what we did. We created Colgate “SqueeZee”.

SqueeZee nozzles only fit Colgate toothpaste tubes. So it is a great product design and premium for sales promotion.

SqueeZee has just premiered in April so we don’t yet have definite numbers but sales and feedback have been very encouraging.

The kids never thought squeezing toothpaste onto a toothbrush can be this much fun. Their surprise and joy of seeing toothpaste shaped like stars and seashells are also the results that Colgate wanted.