A product with many advantages

But what is Playbrush and what makes the brand so special? In principle, the approach with electric toothbrushes connected to apps is not new. With Playbrush, however, there are many details that make the product stand out. “With many other products, some aspects, such as usability, interactivity or personalization still have potential left. In addition, they are offered at a very, very high price. With Playbrush, we questioned the status quo and in 2015 we were the first to work with connectivity, i.e. networking with cell phones or tablets, for example,” says Varga, explaining the advantages of the product. Study results show that this is well received. According to the manufacturer, children brush “playfully” with Playbrush, twice as long on average and, above all, more regularly.¹ And for adults, too, personalized recommendations - through sound as well - should help to improve and prolong the toothbrushing routine, while interactive games and challenges ensure that there is no boredom.

Intelligent packaging transports brand messages

But in addition to the product itself, the packaging often also plays a decisive role in the purchase decision, as it sells the product in advance. In addition to sustainability, it was particularly important to the manufacturer that the high quality of the product is reflected in the design and packaging in general, as well as the brand message. But the customer perspective is what really counts. Therefore, the company analyzed the expectations of customers, i.e. what consumers want to see, understand and feel when they pick up the packaging.

They approached possible partners, including Metsä Board, on whose board the product was ultimately realized. As quality, Playbrush Pro chose FBB Bright. “We are very pleased that the company has chosen our paperboard quality,” said Bettina Tschoner-Fuchs, Metsä Board's Marketing Communication Manager. “The company's product and values fit very well with our portfolio. The end result is not only practical and elegant, but also showcases the product's USPs.” The final design was also developed and printed with the packaging manufacturer Cardbox Austria from the start.

Successful design introduces new division

In the construction, a clean, structured construction was particularly important to Playbrush. Accessories such as chargers should not be immediately visible or even lie loose in the packaging. In order to enable the best possible first impression, the design team worked with a two-part cardboard inlay - this way the product remains sustainable and still meets all requirements. The carton packaging also shines from the outside with a noble, dark basic color, which ensures a premium feeling with embossing and foiling - in the truest sense of the word, because the refinements can also be felt haptically. “The primary purpose of the elegant and eye-catching design was to communicate the smart features of the sonic toothbrush,” says designer Nini Gregori. “At the same time, we wanted to make it clear that this is a toothbrush for adults and not, as before, for children. That's why we opted for a simple background and intricate finishes that give the product a luxurious touch. We have succeeded in both with the design.”

Popular – also with customers

The current Carton Austria Award - the award for the best Austrian folding box packaging - shows that the packaging is not only well received internally, but is also popular with consumers. The prize, which is a collaboration between Cash Handelsmagazin, Pro Carton and Propak Austria, is awarded every year for innovative achievements in the Austrian packaging industry. In addition to a jury prize, there is always a public award for which consumers can vote online in advance. “For us, this award is a positive confirmation that our concept has proven itself and that the product, including the packaging, is well received by the customers,” says Varga happily.

¹ Scientific research with Playbrush Smart, 2017 & survey with Playbrush Smart Sonic, 2018