US20150164215A1

US20150164215A1 - Method of relating different products by a common feature

Info

Publication number: US20150164215A1
Application number: US14/628,283
Authority: US
Inventors: Douglas J. Hohlbein; Steven M. Sorrel; Michael Charles Rooney
Original assignee: Colgate Palmolive Co
Current assignee: Colgate Palmolive Co
Priority date: 2006-03-10
Filing date: 2015-02-22
Publication date: 2015-06-18
Also published as: WO2007106757A1; US20070209263A1; RU2008140158A; MY148182A; EP1998644B1; CA2643335A1; KR101087881B1; AU2007226708A1; CN104352054B; MX2008010739A; CN101400279A; EP1998644A1; KR20080102282A; BRPI0708664A2; TWI449506B; TW200806221A; CN104352054A

Abstract

A kit and method of relating products by a common feature include the provision of a first product having a first feature providing a first consumer-relevant benefit, and a second different product having a second feature providing a second consumer-relevant benefit, wherein the first and second features have a consistent appearance and wherein at least one feature has a different consumer-relevant benefit relative to the other feature.

Description

CROSS-REFERENCE TO RELATED APPLICATION

This application is a continuation of U.S. patent application Ser. No. 11/681,810, filed Mar. 5, 2007, which in turn claims the benefit of priority to U.S. Provisional Application No. 60/781,222, filed Mar. 10, 2006, the contents of which is incorporated herein by reference.

BACKGROUND

It is known in the art to associate two different products by aesthetic features alone. For example, a screwdriver and a hammer from the same manufacturer may have the same color, handle shape, texture or the like. The manufacturer relates such products together to influence collective purchasing. Another example is represented by a set of kitchen utensils from the same manufacturer that has an identically-configured handle. Yet another example is where compositional products such as hand soaps and body soaps are provided with aesthetically-appealing suspended articles such as colored beads or the like.
In each of the above examples, the products are related solely by aesthetic features. However, the related features do not transcend the aesthetic into the functional or multi-functional as provided herein.

SUMMARY

A kit and method of relating products by a common feature include the provision of a first product comprising a first feature providing a first consumer-relevant benefit, and a second different product comprising a second feature providing a second consumer-relevant benefit, wherein the first and second features comprise a consistent appearance and wherein at least one feature comprises a different consumer-relevant benefit relative to the other feature. A further method includes assisting consumers in purchasing related products by providing visual cues that link such products. A further method includes packaging different products that are united by a consistent feature, such as a strip, with such feature differing in consumer-relevant benefit between the products.
In one aspect, the invention can be a kit comprising: a toothbrush comprising a handle and a head, a first plurality of features each having a first shape being visually exposed on the handle, the first plurality of features providing a first benefit to a consumer; a first container containing dentifrice, the dentifrice comprising a first carrier and a second plurality of features suspended within the first carrier, each of the second plurality of features having a second shape and providing a second therapeutic or cosmetic benefit to the consumer during use of the dentifrice, the first container having a see-through portion so that at least a portion of the first carrier and one or more of the second plurality of features are visible through the first container; and wherein the first and second shapes are the same, thereby creating a visual link between the toothbrush and the dentifrice to the consumer.
In another aspect, the invention can be a kit comprising: a toothbrush comprising a handle and a head, a first plurality of features each having a first shape being visually exposed on the handle, the first plurality of features providing a first benefit to a consumer; a first container containing dentifrice, the dentifrice comprising a first carrier and a second plurality of features suspended within the first carrier, each of the second plurality of features having a second shape and providing a second therapeutic or cosmetic benefit to the consumer during use of the dentifrice, the first container having a see-through portion so that at least a portion of the first carrier and one or more of the second plurality of features are visible through the first container; and wherein the first and second shapes are the same, thereby linking the toothbrush to the dentifrice to the consumer.
In yet another aspect, the invention can be a kit comprising: a toothbrush comprising a raised or recessed feature that enhances handling of the toothbrush by a consumer; and a dentifrice comprising a suspended feature that provides a therapeutic or cosmetic benefit to a consumer; wherein the raised or recessed feature and the suspended features comprise a consistent appearance.
Further areas of applicability of the present invention will become apparent from the detailed description provided hereinafter. It should be understood that the detailed description and specific examples, while indicating the preferred embodiment of the invention, are intended for purposes of illustration only and are not intended to limit the scope of the invention.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a dentifrice for demonstrating an aspect of the present invention.

FIGS. 2-3 illustrate a front view and side view of a toothbrush for demonstrating an aspect of the present invention.

FIG. 4 illustrates a package of the dentifrice of FIG. 1 and the toothbrush of FIGS. 2-3.

FIG. 5 illustrates a point-of-purchase display for demonstrating an aspect of the present invention.

FIG. 6 illustrates another point-of-purchase display for demonstrating an aspect of the present invention.

FIG. 7 illustrates a bar of soap for demonstrating an aspect of the present invention.

FIG. 8 illustrates a bottle of shampoo for demonstrating an aspect of the present invention.

FIG. 9 illustrates a package of the soap of FIG. 7 and the shampoo of FIG. 8.

FIG. 10 illustrates a package of the dentifrice of FIG. 1, the toothbrush of FIGS. 2-3, the soap of FIG. 7 and the shampoo of FIG. 8.

FIGS. 11A-11F illustrate various embodiments of strip-like features for demonstrating an aspect of the present invention.

DETAILED DESCRIPTION

The following detailed description is of the best mode or modes of the invention presently contemplated. Such description is not intended to be understood in a limiting sense, but to be an example of the invention presented solely for illustration thereof, and by reference to which in connection with the following description and the accompanying drawings one skilled in the art may be advised of the advantages and construction of the invention. In the various views of the drawings, like reference characters designate like or similar parts.
FIGS. 1-3 illustrate two different products, namely a dentifrice 100 and a toothbrush 200, that are related by a common feature and that are illustrated herein to demonstrate certain aspects of one embodiment of the present invention. Specifically, FIG. 1 illustrates a representation of dentifrice 100 currently sold in a container 110, a portion of which is see-through. The container is generally illustrated in U.S. Pat. D512,317, incorporated by reference herein. The dentifrice 100 comprises a carrier 120 having suspended square-shaped features or strips 130 of material that provide a consumer-relevant benefit or function and are advertised as breath-freshening strips that dissolve instantly to give the consumer a burst of fresh breath. While such strips 130 are illustrated as square-shape, a variety of shapes and configurations may be used as desired, such as, but not limited to a rounded shape (FIG. 11A) in the form of beads, polygonal (FIG. 11B—triangle shape, FIG. 11D—hexagon shape, FIG. 11E—star shape), multi-curved (FIG. 11C—heart shape), alpha-numeric shapes such as a company logo (FIG. 11F), or recognizable figures such as licensed fictional characters, cartoon or pop culture icons (not shown), or combinations of the same. One example of a dentifrice incorporating strips based on functional film flakes is U.S. Pat. 6,669,929, incorporated by reference herein. Strips 130 contribute a unique consumer-relevant aesthetic benefit to the dentifrice 100 that is eye-catching both at the point of purchase and during dispensing from the container 110 (not shown). Strips 130 could also contribute a therapeutic or cosmetic benefit to the user, such as breath freshening as currently advertised. Other potential consumer-relevant benefits include the delivery of flavors, actives, whitening agents (peroxides, carbonates), antibacterial agents, anti-plaque agents, argine esters, keratin, abrasives, menthol, thymol, delmopinal, zinc ions, moisturizers, essential oils, enzymes, bleaching agents, silver ions, triclosan, other cosmetic or aesthetic enhancements, and additional benefits as described in the '929 patent. Thus, strips 130 are multi-functional, providing an aesthetic function and at least one additional function or benefit to the consumer that is non-aesthetic.
FIGS. 2 and 3 illustrate a toothbrush 200 having a head 210, a handle 220, a thumb grip 230 and square-shaped, strip-like features or elements that are raised or extend outwardly (240, 250) from, or are recessed (242) relative to, the handle 220 and thumb grip 230 respectively, which elements 240, 242, 250 are preferably molded as part of the handle 220 and thumb grip 230 respectively. Such elements 240, 242, 250 have an appearance that is consistent with the appearance of the strips 130 of dentifrice 100 (see FIG. 1), and contribute a unique consumer-relevant aesthetic benefit to the toothbrush 200 that is eye-catching at the point of purchase. Elements 240, 242, 250 also contribute an additional, ergonomic benefit in form of enhanced handling and gripability by providing additional tactile outer surfaces on the toothbrush 200.
One embodiment provides visual cues in a first product, i.e., dentifrice 100, to help correlate the first product 100 with a second product, i.e. toothbrush 200 in the minds or eye of a consumer. Advantageously, one embodiment of an oral care product provides a benefit for a consumer to use a particular dentifrice in combination with a particular toothbrush. To help reinforce the appropriate products to be used together, aspects of the various embodiments include design features in the first product to help reinforce the selection of the recommended second product. To further illustrate this concept using FIGS. 1-3, it may be desirable for a consumer particularly interested in fresh breath benefits to use toothbrush 200 with a tongue and cheek cleaning feature 260 on the rear of the head 210 in combination with a dentifrice 100 with breath freshening strips 130. To help reinforce this combination of products, the strip-like features 130 of the dentifrice 100 have a visual appearance or aesthetic that is consistent with that of the strip- like features 240, 242, 250. The strip- like features 240, 242, 250 could be represented in any number of ways, such as outwardly or inwardly molded features in the handle, and/or embedded in a clear or translucent handle material, offering similar visibility to the strip-like features 130 in the dentifrice 100. Colors and applied graphics, for example, can be used to further strengthen the link between the distinct features being aligned.
To further reinforce the relationship, products 100 and 200 may be vended together as a package 300 as shown in FIG. 4, or in close proximity to each other as shown in a representative point-of-purchase shelf display 400 in FIG. 5. Building upon the relationship, an advertising campaign 500 (FIG. 6) could be created, wherein the products 100, 200 are individually vended in close proximity with packaged bundles 300 (FIG. 4) of products 100, 200, and are related by an additional theme element such as a banner 600 that is additionally representative of the relationship between the products. For example, such banner 600 might communicate or proclaim the message “Strips Alive!!”, for example, to further highlight the strip- like elements 130, 240, 242, 250 in the respective products 100, 200. Further support or means for communicating information about, or instructions for using the package 300, for example, may include a document provided at the point of purchase, digital storage media, audio presentations, or visual displays containing the information or instructions related to the package 300, display 400 or campaign 500. This may be reinforced by brochures, product labels and package insert on or in connection with the products, advertisements, a displayed web site, and a visual display in connection with the products.
FIGS. 4-6 also illustrate methods of associating one or more products with a consistent feature, where such feature delivers or could deliver a different consumer-relevant benefit in each product. As discussed above, while the strip- like elements 130, 240, 242, 250 deliver certain aesthetic benefits that are consistent across products 100, 200, the strip-like elements 130 deliver additional breath-freshening benefits, while the strip- like elements 240, 250 deliver enhanced gripping benefits. In this manner, the consumer associates the consistent feature as a source-indicator, even if the feature performs additional dissimilar consumer-relevant functions across different product lines. Thus, if a dentifrice 100 and toothbrush 200 are vended with similarly appearing strip-like features, the consumer will recognize or come to recognize a future strip-like product, such as mouthwash with tingle-enhancing strips for example, as originating with the same source, even if the strip in such other product delivers yet an additional consumer-relevant benefit.
FIGS. 7 and 8 illustrate yet additional products outside of the oral care field that are united or related by a consistent feature. FIG. 7 illustrates a bar of soap 700 formed from a carrier 710 with suspended square-shaped, strip-like elements 720 that could deliver a variety of consumer-relevant benefits in addition to aesthetic appeal. For example, the strip-like elements 720 could be vitamin-enriched or provide additional skin-moisturizing benefits. FIG. 8 illustrates shampoo 800 (and/or conditioner if desired) in a container 810 that includes a carrier 820 with suspended square-shaped, strip-like feature elements 830 that could deliver a variety of consumer-relevant benefits in addition to aesthetic appeal. For example, the strip-like feature elements 830 could provide a cooling sensation, dandruff relief, or the like. FIG. 9 illustrates the vending of soap 700 and shampoo 800 as a personal care package 900.
FIG. 10 illustrates the vending of a “beauty package” 1000 including dentifrice 100 (FIG. 1), toothbrush 200 (FIGS. 2-3), soap 700 (FIG. 7) and shampoo 800 (FIG. 8), each related by a feature that is consistent in appearance and differs in consumer-relevant function or benefit across products. Of course, products that are not related to oral care, personal care or the like are contemplated herein. For example, and continuing with the above examples, a hard surface cleaner formulated for glass and mirrors might have shine-enhancing strips, while another hard surface cleaner formulated for tile might have grout-whitening strips, with the strips being consistent in appearance, yet differing in function, but preferably noticeable to the consumer at the point of purchase.
While the present invention has been described and with some particularity with respect to the several described embodiments, it is not intended that it should be limited to any such particulars or embodiments or any particular embodiment, but it is to be construed with references to the appended claims so as to provide the broadest possible interpretation of such claims in view of the prior art and, therefore, to effectively encompass the intended scope of the invention. Furthermore, the foregoing describes the invention in terms of embodiments foreseen by the inventor for which an enabling description was available, notwithstanding that insubstantial modifications of the inventions, not presently foreseen, may nonetheless represent equivalents thereto.

Claims

What is claimed is:

1. A kit comprising:

a toothbrush comprising a handle and a head, a first plurality of features each having a first shape being visually exposed on the handle, the first plurality of features providing a first benefit to a consumer;

a first container containing dentifrice, the dentifrice comprising a first carrier and a second plurality of features suspended within the first carrier, each of the second plurality of features having a second shape and providing a second therapeutic or cosmetic benefit to the consumer during use of the dentifrice, the first container having a see-through portion so that one or more of the second plurality of features are visible through the first container; and

wherein the first and second shapes are the same, thereby creating a visual link between the toothbrush and the dentifrice to the consumer.

2. The kit of claim 1, wherein the first and second shapes are square or rectangular.

3. The kit of claim 1, wherein the second therapeutic or cosmetic benefit is breath freshening.

4. The kit of claim 1 wherein the first plurality of features that are visually exposed on the handle enhances handling of the toothbrush by the consumer.

5. The kit of claim 4 wherein the first plurality of features that are visually exposed on the handle form a tactile portion of an outer surface of the handle.

6. The kit of claim 1 wherein the toothbrush and the first container containing the dentifrice are bundled together in a single package.

7. The kit of claim 1 wherein the toothbrush and the first container containing the dentifrice are packaged separately and positioned in close proximity to each other on a shelf display.

8. The kit of claim 7 further comprising a visual display comprising information regarding the visual link between the toothbrush and the dentifrice.

9. The kit of claim 1 wherein the first plurality of features are arranged in a spaced apart manner on an exterior surface of the handle at a location between a thumb grip region of the handle and a proximal end of the handle.

10. The kit of claim 1 wherein the first benefit is different than the second therapeutic or cosmetic benefit.

11. The kit of claim 10 wherein the first benefit is either an aesthetic benefit or a grip enhancement benefit and the second therapeutic or cosmetic benefit is one of breath freshening, tooth whitening, and antibacterial.

12. The kit of claim 1 wherein the first and second plurality of features are consistent in appearance and different in function.

13. The kit of claim 1 wherein the first and second shapes creates a visual correlation to the consumer that the toothbrush should be used in combination with the dentifrice.

14. The kit of claim 1 further comprising:

a bar of soap comprising a second carrier and a third plurality of features suspended within the second carrier, each of the third plurality of features having a third shape and providing a third therapeutic or cosmetic benefit to the consumer during use of the bar of soap, one or more of the third plurality of features being visually exposed to the consumer through the second carrier;

a second container containing shampoo or conditioner, the shampoo or conditioner comprising a third carrier and a fourth plurality of features suspended within the third carrier, each of the fourth plurality of features having a fourth shape and providing a fourth therapeutic or cosmetic benefit to the consumer during use of the shampoo or conditioner, one or more of the fourth plurality of features being visually exposed to the consumer through the second container; and

wherein the first, second, third, and fourth shapes are the same, thereby creating a visual link between the toothbrush, the dentifrice, the bar of soap, and the shampoo or conditioner to the consumer.

15. The kit of claim 14 wherein the toothbrush, the first container containing the dentifrice, the bar of soap, and the second container containing the shampoo or conditioner are bundled together in a single package.

16. The kit of claim 14 wherein the first benefit, the second therapeutic or cosmetic benefit, the third therapeutic or cosmetic benefit, and the fourth therapeutic or cosmetic benefit are all different from one another.

17. The kit of claim 16 wherein the first benefit is either an aesthetic benefit or a grip enhancement benefit, the second therapeutic or cosmetic benefit is one of breath freshening, tooth whitening, and antibacterial, the third therapeutic or cosmetic benefit is one of vitamin delivery and skin-moisturizing, and the fourth therapeutic or cosmetic benefit is one of a cooling sensation or dandruff relief.

18. A kit comprising:

a first product comprising a first feature that is visually exposed and provides a first benefit to a consumer;

a second product comprising a second feature that is visually exposed and provides a second benefit to the consumer, the second product being different than the first product, and the second benefit including an aesthetic function and a non-aesthetic function;

wherein the first and second features comprise a common thematic appearance; and

wherein the first benefit is different than the second benefit.

19. The kit of claim 18 wherein the first feature has a first shape and the second feature has a second shape, the first and second shapes being the same, thereby forming the common thematic appearance.

20. A kit comprising:

a toothbrush comprising a raised or recessed feature that enhances handling of the toothbrush by a consumer; and

a dentifrice comprising a suspended feature that provides a therapeutic or cosmetic benefit to a consumer;

wherein the raised or recessed feature and the suspended features comprise a consistent appearance.