Colgate Product, Packages Leverage Harry Potter Magic
Colgate-Palmolive hopes its latest product line will bring a bit of fun and connection into consumers’ daily routine.
The company’s oral health division launched a collection of Harry Potter-themed toothbrushes and toothpaste that aims to elevate the tooth-brushing experience for fans of all ages.
Colgate created the new line through a partnership with Warner Bros. Discovery Global Consumer Products, harnessing the popularity of Harry Potter and its Hogwarts — which remains one of the most popular and enduring franchises in global pop culture.
A recent poll from the University of Michigan found that more than a third of parents say their child doesn’t regularly brush their teeth twice a day, according to Colgate. The collaboration, which is being promoted in stores through a mix of displays, themed merchandising and targeted in-store experiences, was created to make brushing part of a Hogwarts adventure for consumers.
“Parents have shared that their kids are eager to brush when the experience allows them to connect with the world of Harry Potter,” Maria Adeeva, Colgate-Palmolive marketing director, said in a media release. “And the timeless appeal of Hogwarts means that adults who grew up connected to the series are having plenty of fun, too.”
Toothbrushes inspired by wands and quills feature ergonomically designed brush handles, and heads with ultra-soft gold, black and white bristles for kids and soft, tapered bristles for adults. Design details mimic the Hogwarts houses, with similar color combinations and Harry Potter mascots.
Adult brushes feature a more sophisticated design in black and gold with subtler visual details. The designs draw a metaphorical comparison between the bristles and feathers, to link the functional benefit with something magical from the Harry Potter universe, Adeeva noted.
Retailers such as Target and Walmart are showcasing the line in dedicated Harry Potter sections. The displays feature Hogwarts house mascots, color-coded packaging and other Hogwarts-style branding to set them apart.
Limited-time offers and gift card promotions tied to the line are encouraging consumer trial, as well as in-store sampling stations for the new Bubbling Cauldron toothpaste flavor.
The toothpaste is sold as part of themed bundles in some stores, encouraging consumers to buy the full oral care kit. Select stores are also offering limited-edition Colgate Harry Potter gift sets for consumers to use as keepsakes.
“We have gift boxes that may be more nostalgic for adults to keep unopened as part of a special collection,” said Gerard Rizzo, Colgate-Palmolive’s senior brand design strategist. “We’re using more high-end packaging — with different finishes and techniques and gift boxing — to make it feel more special, like a one-of-a-kind product.”
Efforts on Colgate’s website as well as both retailer websites are also supporting the new line.
