Chew on it: Oral B's retail splash

Oral B wanted to increase their reach across major retail formats and to bring the vision to reality the brand collaborated with Jayna Packaging Pvt Ltd and created a massive launch at retail.

Speaking about it, Haresh Mehta, Managing Director -- Jayna Packaging Pvt. Ltd, shares, "The Oral B launch is one of the most prestigious and biggest projects done by Jayna Packaging for P&G in India.”

The brand essentially wanted to replicate the Oral B designs done by P&G internationally and translate it at retail in the form of designs with several elements such as Oral B Counter Top, Oral B FSU, Oral B Clip-strip, Oral B Island Display and Oral B Stack Display Unit.

The units were made up mostly of corrugated board and the challenge was to achieve consistency  in terms of the look and feel of the international designs using corrugated board. All elements were made using heavy-duty corrugated board ensuring optimum strength and stability of each unit to carry the weight of their respective SKU's.

It was also ensured that the transportation of these units, would be in flat form, which would be easy to assemble at the store and ship at a lower cost.

The Oral B Counter Top had a shelving space for Oral B toothpastes and Peg Hooks for hanging the Oral B toothbrushes.

The Oral B FSU had 4 shelves, with the top shelf for Oral B toothpaste Combo Packs, the second one for Oral B Pro Health Tooth Paste, the third one for Oral B All Rounder Tooth Paste and the fourth shelf for Oral B All rounder Gel Tooth Paste. On the right the unit had 3 levels of peg hooks for hanging the various SKU's of the brand's toothbrushes and combo packs.

Since these units had to be sent and deployed PAN India, the numbers of each elements was huge. All units were deployed in Pan India.

Number of units:

Oral B Counter Top - 50,000 Units
Oral B Clip-Strip - 50,000 Units
Oral B FSU - 1,400 Units
Oral B Island Display - 65 Units
Oral B Stack Display -5 Units

Speaking on the response, Haresh Mehta says,'The response has been overwhelming, and the client has already placed repeat orders for most of the elements for the next quarter.”