Attractive toothbrushes boosted market share by 11% .

Challenge – competition and price squeeze
Traditionally, there has been little interest shown in toothbrushes, but the selection of oral hygiene products on offer in recent years has been huge. Price pressure and frequent new product launches are typical features of this market. Jordan's competitors are multinational corporations whose resources for development and marketing are in a completely different league. Based on surveys carried out on buying habits, Jordan showed that customers buy toothbrushes on impulse and that it seems to be difficult to choose a toothbrush.

Solution – personal taste
Consumer surveys stated that attractive appearance and a variety of choice are important factors when it comes to choosing a toothbrush. Within any household it will be easy to differentiate between people's toothbrushes. The Individual range was developed with a continued focus on ergonomics and hygiene. In this case, design and visual identity were given an even higher priority than before, not to mention in a completely different and creative way. The shape of the toothbrush would be fairly neutral, but the graphic design printed on it provided scope for a large amount of flexibility and constant innovation.

Result – increased sales
During the first half of 2007 the entire toothbrush market in Norway grew by a full 9%.The launch of the Jordan Individual range was a significant contributory factor to this growth.Jordan Individual has managed to increase consumers' interest in toothbrushes by redefining traditional hygiene products and making them into lifestyle products.Jordan increased its market share from 63 to 70% in a single year.It also enjoyed significant growth in Sweden and Finland.Jordan Individual has also opened up new areas for sales. One example of this is football team toothbrushes which have been developed in collaboration with local football clubs.

Category: Product design

Company: Jordan as

Design: Øxseth & Angelfoss AS

Award / year: Design Effect Award - 2009

Category: Recipients