I spent some time in the oral care category of my local supermarket yesterday - don't ask, but it was for work, not because I spend my leisure time there.
A variant of Aquafresh called Extreme Clean makes a big thing on it's packaging about containing Zinc. Along with about 10 other visual messages and claims on the front of the pack there is a bold red box in the top corner which just says "NEW with ZINC".
No explanation of the benefits. No clue as to whether that means there are lumps of metal in there and what it might do for my teeth. I don't know about you but it sounds really rather scary - a great reason not to buy it but to get Colgate instead. Which I did.
Apart from the fact that most shoppers probably spend about 4 seconds trying to decide what toothpaste to buy from the hundreds in front of them in this aisle, I am perfectly sure GlaxoSmithKline will have carried out very careful market research to understand the delicate nuances that consumers will recieve from this proud proclamation on the pack. Or have they?
What do you think? Would the idea of Zinc in your toothpaste encourage you to buy or have you believe that your teeth might turn radioactive. Once you have posted your comments, I'll be sure to pass them onto GSK. They might get a surprise.
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