Positioning a new tooth whitening format through smarter pack and price strategy
Growth
objectives
An established oral care brand was evaluating entry into a whitening format offered by competitors but not yet available in its own portfolio. The objective was to determine whether launching in this space made strategic sense—and if so, how best to configure pack sizes, communicate product quantity, and price the lineup for both online and in-store retail environments.
Challenge
While the whitening category is well-established, usage varies significantly across consumers, including frequent, infrequent, and lapsed buyers. The client needed a pricing and packaging strategy that would support competitive entry, encourage trial, and drive share—without over-investing in formats that wouldn’t resonate.
Key questions
Does the category present a viable opportunity for brand expansion?
How should the brand communicate quantity to drive clarity and appeal?
What pack size and pricing combinations are most effective for driving trial and repeat use?
Can a new format attract new or lapsed users to the category?
How we did it
Astrea deployed its Portfolio and Price Optimizer, using a virtual shopping simulation with consumers who currently buy, previously bought, or have never purchased at-home whitening products. Respondents reviewed product options across a range of price points, pack configurations, and messaging approaches—reflecting both in-store and online offerings.
Key learnings
Shoppers preferred clear communication about the amount of product in the package, rather than abstract claims about the number of treatments. Smaller pack sizes emerged as the most effective way to encourage trial—especially among infrequent or lapsed buyers—and helped reduce perceived risk with a new brand entrant. These packs also offered a strong path to building unit share.
Outcome
The client gained a data-driven roadmap for launching in the whitening category, with a clear pack-price strategy tailored to trial and trade-up potential. The insights supported product messaging that prioritized clarity and built consumer trust, helping the brand position itself competitively across retail channels.
