CHURCH & DWIGHT | Sonic Toothbrush
Sonic head movement, induction charging, and brushing phase indication is delivered in an ergonomic and stylish package for under $30.
Ensure continued leadership position in the low-cost electric toothbrush category.
Introduce upscale functionality to the budget category.
→ Creation of a tight package structure to enable the fit of the technology components into an aesthetically and ergonomically pleasing housing.
→ Significant cost reduction through bottom-load assembly method.
Cross-functional team leadership
Project management and client liaison
Competitive benchmarking & field research
Consumer insights & implementation strategy
Design language & brand integration
Technology research & implementation
Manufacturing documentation & liaison