The New Polident

This packaging took 18 months to complete. It's an update of the US packaging based on a global design. I think it looks great.


Dentures is a strange category. It's not fancy or glamorous and downright weird. But getting dentures and maintaining them is a huge emotional event. People have a hard time adjusting, not to mention eating, and sometimes live in fear of being 'found out.' It was heartbreaking listening to some of them tell their stories in the focus groups.

Brands in this category try to get personal with consumers, to be a source of confidence and bring back the vitality they may feel their lives have lost. I think this pack is a great step to get a more emotional connection between Polident and their consumers.