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TOP Detergent


Systema’s challenge was to launch a new value-added, differentiated toothbrush to enhance Japanese image and strengthen its association with being Japan’s No.1 Oral Care Company. Through it, Systema hoped to rejuvenate its brand image, strengthen its foothold in the gum care category and improve in-store visibility

What we did

Through focus on its Japanese heritage as a key part of the strategy, the launch of Shikkari Kegoshi Toothbrush has strengthened Systema’s overall market share in the midst of aggressive competition. What is more, the packaging design has been effective in garnering top-of mind recall for the Systema brand and in enhancing consumers’ convenience in making decisions at the in-store level.