The Colgate Chill Pills

Designer: Smiti Murarka, Pranali Desai, Sakshi Shah
Location: India
Project Type: Student Project
School: ISDI Parsons, Mumbai
Tutor: Utkarsha Malkar
Packaging Contents: Oral healthcare – Mouthwash
Packaging Substrate / Materials: 100% recyclable pet plastic
Printing Process: Digital printing

‘Gen Z’ is the future. Gen Z’ is poised to become ​one of the world’s biggest consumer groups​ 2020 onwards. Here’s a product variant within the oral hygiene segment with a packaging strategy as quirky as Gen Z’ themselves.

People don’t take Oral hygiene very seriously in India! The mouthwash industry is currently valued at Rs.600 crore and growing at 25%-30% p.a. Listerine is leading with 70% market share, followed by Colgate at 17% (2014). More than 50% of the population has some kind of dental problem.

Gen Z’ takes personalisation to a new level, and a mouth wash on the go’ is perhaps is one of its kind innovative solution for the individual who is driven by want of new unique experience which at the same time solves a problem faced by many generations so far. Oral Hygiene can be the next cool thing!

As most mouthwashes are inconvenient/messy to carry anywhere and everywhere. This innovative packaging and product variant may be a powerful way to reach consumers. Gen Z’ will account for 40% of all consumers and packaging design that resonates with this generation can influence sales, sentiment and overall your brand value.

Each dose of mouthwash is packed into a sphere using the process of molecular gastronomy. These spheres of mouthwash burst in the mouth to give you a dose of freshness.

The mouthwash bubbles are inspired by bubble tea popping bobas’ made with the help of molecular gastronomy. The method used for making them is basic spherification and the layer holding the juice is very thin. The alternative would be the process of reverse spherification used for heavier density liquids. The layer holds these liquids are thicker than that of basic spherification. These spheres can be stored for a longer time.