Scope Outlast

Webb Scarlett deVlam send us their newest work for Scope Outlast mouthwash packaging (structural design). The design's main merit is in its structural form. This is probably the nicest-looking mouthwash bottle I've seen yet, and there's a good reason for making it so. According to Christine McGovern, brand manager for Scope, studies have shown most consumers tend to put their mouthwash under their cabinet. If the bottle design is elevated, people would be more inclined to leave it out on the counter in full  view so they're more likely to use twice a day in their oral health regimen.

“We purposely put this product in a bottle that would speak to the consumer that this is something new and different. We really wanted to reinvent Scope with this,” said McGovern. “We are also trying to drive more consumption. One of the things we’ve learned is that consumers tend to put the bottle underneath their cabinet so if you want consumers to use the product twice a day as part of their routine if it is out of sight it could be out of mind. Having a bottle that is counter-worthy can help drive more usage and consumption to help bring those extra sales to the marketplace.”

Edited: Webb Scarlett deVlam handled structural design, while Landor is responsible for branding/design.

Comments

[Erin Vale]

Oh my gosh! I just saw this today and it stopped me right in the middle of the aisle. Looks very retro or I Dream of Jeannie. I knid of like it! Gives that brand a fresh feel. Thanks for posting!

[Kristan]

Hmm, I do like the look! Very "elevated," as the brand manager described it.

But actually I'm surprised that people keep their mouthwash under their cabinets. How inconvenient! We keep ours out -- I guess we're just lazy? -- but now we can do it with pride. :D

[Stephen Cameron]

Love the bottle and cap, but the label is dingy and crooked and not very "elevated" at all!

[Nope]

Bleh. On every level.

[itsnick]

My Grandma would love this! While I like the design, I not sure the package shape conveys the right age group this is marketed for, but then again I'm sure the older ladies like the Ryan Seacrest eye candy associated with this...

So to simplify: Marketed to 20s & 30s - packaged for Grandma.

[Robyn Durst]

The bottle design is great; it'll definitely standout on the shelf amongst competitors. The bottle almost has a premium feel, but then the label ruins it. I think it looks too heavy and kind of thrown together, like an afterthought. They could have really taken this whole package to the next level by refining the label design into something more simple, more modern.

itsnick; I see your point that the bottle looks a bit "grandma-ish", but how is this marketed only to 20's & 30's? Did I miss that somewhere in the description? I think mouthwash is something that s marketed to all age groups, minus maybe little kids.

[Carmen]

The bottle is quite interesting and fulfills the purpose of making it look more perfume like.

What I don't get if they are going to elevate the bottle why did they leave the label behind? It is disappointing.

[mrofone]

Quote: "One of the things we’ve learned is that consumers tend to put the bottle underneath their cabinet so if you want consumers to use the product twice a day as part of their routine if it is out of sight it could be out of mind."

Wow, it is a sad statement about our society that people write sentences like that.

[Dental Pasadena]

I think that is a very nice packaging. I am sure that consumers will be interested to buy the product with that packaging.