PAST CONTESTS | 2013 | LISTERINE MOUTHWASH

LISTERINE MOUTHWASH

Auburn University: Ethan Perdue, Dilon Piper-Kaiser, Matt Morles


Mouthwash packaging has been mostly bottles of different materials in different shapes. We wanted to try a radical solution that offers users a completely new experience. We also wanted to drastically cut down on materials used, and the weight of the packaging. First, we had to develop a new concept on mouthwash delivery. In our research, we discovered a company that creates liquid containing membranes that dissolves in room temperature water. MonoSol developed this technology for individual packets of dishwasher detergent and laundry detergent, but they are hoping to expand into food and medical products. Use of this material allowed us to develop an individual package that left no residual packaging.

By using a cardboard stock and transparent PET windows, the outer packaging will be completely recyclable and weigh less than an empty bottle. The outer packaging is able to provide users with mouthwash that fits in a small medicine cabinet. The bottom of the front face has a perforated, removable access point, which allows easy instant access to mouthwash packets. The PET widows allow users visual confirmation to the amount of packets remaining. Since this design is a cuboid, more items can fit in the same area than bottles.

Packaging the mouthwash in individual packets allows the user to better control the amount of mouthwash received. Using a cup, top, or guessing often gives the user too much or too little mouthwash. In addition, having individual packets allows a family to use the same mouthwash without spreading germs or creating a mess. The shape of the packets also allows for greater branding of a product that loses brand identity outside of the bottle. Making the empty packets water soluble allows less waste to arrive at landfills. Instead of users putting the waste in a bin, they would drop the empty packet in the toilet. Even placed in the trash, the packets are highly biodegradable.

The packaging was branded as Listerine to show how it can still relate to the established branding. The iconic shape of the Listerine bottle provides the packaging window, and is also used in each individual packet. The packet dimensions were chosen to provide users with a month’s worth of 12ml packets of mouthwash, and to fit within a small footprint. The end result also looks great when placed next to bottled mouthwash on store shelves and is highly functional at home.

We believe that the real goal of the user is not to buy a bottle of mouthwash, but instead to have the experience of clean teeth. Cleanliness should not be messy. This system provides a user-centric experience with high levels of branding potential, is highly sustainable, and is much more hygienic.