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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?