The concept behind hello® oral care products was both intensely simple and outrageously bold: to replace the dire warnings and fear-based messaging of traditional toothpastes, mouthwashes and breath sprays with modern, efficacious and positive products that are seriously friendly. But taking this concept from grand, holistic idea to placing finished products encased in innovative, custom packaging on the crowded shelves of the drugstore was a Herculean task, one that TricorBraun was uniquely positioned to fulfill. Our talented team members brought their experience, innovative thinking, broad reach and total commitment to the project to deliver breakthrough packaging in record time. Working to bring these category disrupting products to market called upon the best of what our people and our company can do to make a customer’s vision become reality.
“With so many brands talking about killing and fighting, we thought it was time to unleash products that explored the friendly side of oral care”
— Craig Dubitsky, Founder and CEO of hello™
After identifying the opportunity and obtaining trademarks for the hello brand worldwide, founder and CEO Craig Dubitsky tapped the world renowned, award-winning design team at BMW Group’s DesignworksUSA to create packaging solutions that would bring the brand’s “seriously friendly” spirit to life. It was this unique pairing of a consumer packaged goods company and the design arm of the performance automotive leader that brought a balance of form and function while incorporating a thoughtful, user-centric sensibility to the initial packaging designs. And when Craig was ready to make the designs commercially viable, he called on TricorBraun based on his past experiences with us as an early investor and board member at Method and co-founder and creative lead at eos products.
The Journey Begins
Craig knew from experience that TricorBraun was capable of providing the industrial design expertise, technical engineering skill, deep industry relationships and project management experience needed to bring his innovative and improved oral care products to market. In fact, it was because of our ability to execute the commercialization of the designs, deliver efficiencies in production and assembly and ensure quality at competitive prices that TricorBraun was the ideal partner to lead the project. The commercialization effort began as a collaborative relationship between TricorBraun’s Design and Innovation team and BMW Designworks. Each member of the TricorBraun team brought their expertise in what was commercially possible to the essential objective of creating packages that were fun, portable and looked as appealing at the end of their useful life cycle as they did on the shelf.
TricorBraun Leveraging Their Best
From the early days of the project, the entire TricorBraun team worked together to map out the scope of the undertaking by analyzing, managing and optimizing the design process, the individual components, the timing challenges, the vendor selection and the milestones along the path to successful project execution. More importantly, they identified which partner providers could best execute individual tasks to meet hello’s aggressive timelines and exacting product specifications and then ensured all parties worked together seamlessly throughout the project. By calling upon each partner’s unique expertise, TricorBraun continually was able to leverage the specific core competencies of a unique, cross-functional team, providing the kind of value add service that TricorBraun is known for throughout the packaging industry.
After working together in an intensive design and engineering phase, six months remained to bring the products to market. Speed to market is another area in which TricorBraun excels and this project showcased our ability to rise to any challenge. Mobilizing over 100 professionals in specialties ranging from complex project management, engineering, operations, quality control, logistics and tool building, the team was able to commercialize 20 different molds on three platforms - injection molding, extrusions blow molding and injection stretch blow molding – while working with 11 separate suppliers. In the end, with the entire team focused on the task, 17 skus in the hello family of products were delivered to stores and are now well on the way to revolutionizing the category.
Happiness Is A Job Well Done
After a rewarding and very busy commercialization period in which members of every team showed an inspiring level of dedication, hello shipped its unique, fully custom line of products complete and on time. The effort saw individuals ignore birthdays, cancel marathons they had trained for and skip Valentine’s dates. The project brought out the best in TricorBraun’s people, where the core values of passion, integrity, service and a commitment to adding value were exhibited every day by nearly two dozen team members who managed the many, many moving parts of this large and challenging task. The results - a happy, friendly product on the shelves in retailers across the country and a happy, satisfied customer at hello - are reward enough. But the honor and privilege of working with the visionary, dedicated, talented and hardworking people at hello and BMW Designworks USA was a bonus that many on the TricorBraun team will never forget.
TricorBraun Design & Engineering Group is a business unit of TricorBraun, one of North America’s leading providers of rigid, corrugated and flexible packaging. Our team’s primary mission is to design, engineer and manage the development, production and commercialization of custom packaging solutions for personal care, cosmetics, healthcare, food and beverage, industrial household chemical and animal health products. It is supported by TricorBraun’s more than 40 offices globally, holding one of the largest inventories of rigid packaging components worldwide.
For more information about TricorBraun Design & Engineering Group, please contact Charmaine Laine, Marketing Communications Manager, at email@example.com or 630-645-1208.
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