When Colgate, a global leader in oral care and dental health, was gearing up to launch their newest offering, Colgate Total Toothbrush, at Walmart, they turned to us for help to create a display that met Walmart’s unique specifications while maintaining a premium aesthetic that captured attention in-store.  

Walmart specifically requested a toothbrush only display to highlight Colgate’s new product launch of Colgate Total Toothbrushes. Originally conceived as a sidekick display, the project underwent a critical shift when Walmart requested a PDQ tray for positioning in Action Alley. This marked a significant change, requiring our team to rapidly pivot and engineer a new format that met both functional and visual requirements. The challenge demanded precise alignment with Walmart’s fixtures and reduction in product counts to 30 units per tray.  

Pressed for time with the format change, our structural designers and engineers suggested modifications to align with Walmart's specifications and developed a clean PDQ format that featured a tray neatly nestled into a graphic block. Die-cut voids held products securely in place while the graphic block featured vivid and prominent branding. Care was taken to ensure the tray maintained structural integrity during transit, as Colgate requires pallets to double-stack. 

Despite the compressed timeline, our team developed a turnkey solution in the form of a sleek, attention-grabbing tray that maximized placement across stores and adapted flawlessly to the retailer's needs. 

Entrant Company: Smurfit Westrock

Client Company: Colgate Palmolive