DCA in partnership with the GSK Global Design Management Team and Interbrand have won gold in the 2015 Starpack Packaging Awards for the recently launched Sensodyne Mouthwash.
The new structural packaging design for Sensodyne mouthwash improves impact at shelf through its distinctive bottle shape that conveys the brand values of expertise, understated confidence and trust. A new co-moulded cap allows easier and more accurate dosing through its new ‘easy to see’ measure feature. By taking an inclusive approach to its design, the cap is easier to use for everyone, whilst incorporating child resistance in its simple but elegant design.
The new bottle’s distinctive shape also greatly improves manufacturing efficiency. Replacing a shrink-sleeve with labels reduces the amount of material used, and helps to emphasise the concave ‘race-track’ shape of the bottle whilst emphasising the product colour to great effect. The new 2D visual expression for Sensodyne, created by Interbrand, leverages the freshness of the mouthwash and dials up the long lasting and soothing protective effect against sensitivity.
The judges commented "It has a novel approach to the cap design making it easy to use. The structural design of the bottle resolves traditional problems with panelling, the label shape and positioning disguises the engineering. Overall, a good piece of packaging development that resolves technical issues and improves functionality."
Andrew Barraclough VP of Global design at GSK Consumer healthcare said “We are delighted that the Sensodyne Mouthwash has won this prestigious award. Our approach to working collaboratively with our global design partners has delivered another exceptional quality product through the care given to every detail of the design. The new cap in particular is a great example where an inclusive design approach has created a good design for everyone.”