Solution: From the top down, BSD created a revitalized language for the brand. Starting with a new logo and “Activated” treatment. The 12-hour message is still central to the brand promise but had to be setup in a new way so that it could work within the context of additional messages. With a strong color block BSD ensured that this claim was front and center while balanced among the additional product benefits.
The same principles were applied to the Advanced Clinical Formula product as well as their unique toothpaste. A strong design system connects this family of products at retail and commands attention as the premier solution for eliminating bad breath.