Case Study: Tom’s of Maine


Tom’s of Maine wanted to update the packaging for the secondary pack and tube for its toothpaste line. In early stages of the pack design process, Behaviorally tested the design solutions to look at new designs relative to the existing pack.


New designs were a significant departure from the existing pack approach, including a clever treatment that turned sustainability and social messaging into an engaging, colorful, and distinctive graphical “wallpaper.” The results of the research identified Benefits and Barriers to purchase, providing a clear path to decision support for the design solution to pursue.


The new design was launched in 2021 as part of an overall brand update and has maintained brand awareness and anticipated sales.



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Explore this and other case studies in 'The Power of Packaging to Drive Purchase Transactions,' our guide that provides data intelligence to the world’s leading brands to keep pace with the complex challenges presented by today’s physical and digital retail environments. Compiled over 50+ years of packaging tests, it now integrates insights from our cutting-edge, AI-powered product stack.

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