---
title: "Case Study: Colgate Total Plaque Pro-Release"
description: In this case study, we examine Colgate's Total Plaque Pro-Release and its goal of effectively communicating its unique shelf positioning.
---

[The Behaviorally Blog ](https://www.behaviorally.com/blog)

# [Case Study: Colgate Total Plaque Pro-Release](https://www.behaviorally.com/blog/case-study-colgate-total-plaque-pro-release)

 Written by [behaviorally](https://www.behaviorally.com/blog/author/behaviorally) | Jun 13, 2024 12:00:00 PM

| BUSINESS CRITICAL ISSUE Total Plaque Pro-Release, a new Colgate-Palmolive product targeting plaque, underwent pack design testing by Behaviorally. The goal was to effectively communicate its unique positioning on the shelf.  **MULTI-MODAL ENGAGEMENT** The designs screened were engaging, colorful, and featured a distinctive graphic, a colored holographic emblem on pack. Pack.AI™ identified Benefits to purchase and helped alleviate Barriers to communication to help provide a clear path for the winning design to move forward to market. **GROWTH OUTCOMES** Launched in 2023, the new design for Total Plaque Pro-Release earned accolades, including a Best of Beauty from Allure. |   Data intelligence to own the most valuable moment in marketing: when a purchase transaction occurs. |
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[View full post](https://www.behaviorally.com/blog/case-study-colgate-total-plaque-pro-release)

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