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  • Hello doesn’t want to be hidden in the bathroom cabinet
  • Hello doesn’t want to be hidden in the bathroom cabinet
    secret.dimensions, Creative Commons (2011) ©
CASE STUDY

Hello: friendly, fruity and fashionable toothpaste

The US oral care market is dominated by the big four of P&G, Colgate, J&J and GSK. With its design-led packaging, fruity flavours and ‘natural’ ingredients, Hello is looking to take a bite out of their 72% market share. But is good-looking toothpaste enough to stop people buying Colgate?

Location North America / Northern Europe

Scope
The US oral care market is dominated by the big four of Procter & Gamble, Colgate-Palmolive, Johnson & Johnson and GlaxoSmithKline, together accounting for 72% of sales in 2014. With Crest, Oral-B, Fixodent and Scope under its brand umbrella, P&G is the clear leader with a 33% share. [1]

But with its distinctive ‘tottle’ packaging and friendly approach to teeth cleaning, Hello is trying to crack both the US and UK by offering toothpaste, mouthwash and breath freshener with unconventional flavours like pink grapefruit and mojito mint. Its products “promise a friendly, fresh and ...

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