Colgate Max Fresh Mouthwash -

Colgate Max Fresh Mouthwash

About the Brand

Colgate Max Fresh Mouthwash is a renowned brand of the conglomerate Colgate-Palmolive Organisation. “Maxfresh Mouthwash” is an alcohol-free plax meant for oral hygiene. It claims to remove 99% of germs that cause bad breath and cavities. It is the leading brand in the mouthwash market, in India it holds major market share. It focuses on the consumer demand of intense freshness, and it comes with various new flavors like Peppermint, Fresh Tea, and Fresh Mint in PET bottles.

Sustainable Mission:

The organisation Colgate-Palmolive is one of the establishments which is highly active for their sustainable targets. The brand “Colgate” is already working on various touch points to reduce the plastic waste and environmental impacts. They were using PET G shrink sleeves before using the recyclable one. The brand was open to explore the new opportunity in the shrink sleeve market, especially to strengthen their sustainability efforts. Hence, when Taurus Packaging suggested a new shrink sleeve for their brand, they were more than excited to implement it without a second thought.

In India, we consider PETG as safe and recycle friendly option for shrink sleeve packaging. Most of the brands are using PETG shrink sleeves. But hardly anyone realize the fact that it is non-sustainable as PETG is not recyclable. PVC, as we know is toxic and carcinogenic and PET-G is non-chlorinated (unlike PVC) yet it doesn’t work well as shrink film with few container materials. Hence, PETG causes more harm to environment than PVC or other substrates. It a myth that PETG can be recycled with PET bottles but actually, it is the opposite. We need to consider PET as solution for recyclability.

Considering the requirement, Taurus packaging & Colgate collaboratively finalised the packaging development of Colgate Plax with Trucycl. For the first time in India, a recyclable shrink sleeve “TRUCYCL” that will understand the sustainability requirement of brands and positively modify the market standards. Taurus & Colgate got opportunity to develop India’s fully recyclable shrink sleeve for product. This shrink sleeve can be recyclable with PET bottles.

Challenge & Effective Development:

Colgate opted for a body along with a cap sleeve to secure the product from spillage. For Taurus it was a good opportunity to do a complete bottle with a cap in recyclable sleeve. For this project, together we selected the “Trucycl” shrink sleeve. It is Taurus’ flagship product for sustainable packaging efforts. As this shrink sleeve can be easily recyclable with PET bottles, It is a perfect solution for brands as well as consumers. After understanding the clients requirement and current shrink circumstances, both Taurus & Colgate decided for the right grade of Trucycl.

Once the technicality of shrink sleeve was completely confirmed and understood, challenges started to appear in development process. The main issue with every new recyclable substrate is getting the correct shrinkage, without looseness and distortion in existing shrink infrastructure.

The technical parameters like artwork, printing type and other applications were manageable. Our focus was to work on the print quality, clarity, and shrinkage in Trucycl. The transparency level came out to be ok, and the tolerance value was also manageable in test trails. We thought it might be risky for a new substrate to give all of the above output with sustainable results, yet with all of this, Trucycl came out as the winner.

Result:

Colgate Maxfresh mouthwash packaging with “Trucycl” shrink sleeve was a great development that took shape fabulously. The entire process was a cakewalk. We navigated all issues like clarity, shrinkage, and quality in the first development. After the first test trial succeeded, the commercial lot was prepared without any delay. And afterwards, Taurus & Colgate are currently working on all three variants –Peppermint, Fresh Mint, and Fresh Tea.

Colgate Max Fresh Mouthwash

Colgate Max Fresh Mouthwash

Challenge & Effective Development:

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