COLGATE LIMITED EDITION
Challenge
Limited editions create an opportunity to generate excitement beyond the everyday product offer. Colgate wanted to launch a new MaxWhite variant with a distinctive presence, using the strength of its brand assets to create something desirable, unexpected and impossible to ignore on shelf.
Solution
We developed a limited-edition design inspired by a vision of the future. Drawing on themes of space-age travel, modern missions to Mars and the optimism of tomorrow, the concept takes Colgate into a more imaginative world. Bold iridescent colours, vibrant gradients and futuristic cues create a striking expression that feels both premium and escapist. The result transforms a daily routine into a more sensory experience, bringing a sense of possibility and wonder to the category.
Shift
The limited edition brought a new sense of desirability to oral care, turning MaxWhite into a product consumers wanted as much as they needed. Created exclusively for Home Bargains, the launch quickly established itself as one of the retailer's strongest-performing Colgate products, reaching #4 in the Colgate portfolio. By embracing a bold futuristic aesthetic, Colgate created a limited edition that combined standout shelf presence with measurable commercial success.
The impact
£900k+ - Annual net sales generated by the launch