In Turkey there is 16M kids’ population between the ages of 0-12 and it increases almost 1.3M each year and 44% of the households. (Turkish Statistical Institute, 2023)

Out of these households, due to some bad publicity around 2000’s, parents believed that using fluoride would harm the teeth of their kids and started to prefer non-fluoride alternatives. Due to lack of fluoride toothpaste usage, the cavity rates were 5 times higher than global average. (age 5: 69,1%; age 12: 61,1%) (Turkish Dental Report, 2023)

The answer to reduce cavities was using fluoride (a mineral effective in the development of bones and teeth). However, using excessive fluoride caused problems in kids health causing dental and skeleton fluorosis which weakens teeth, bones, and joints. Teaching the right amount of toothpaste usage was very important.

Although doctors describe the regular toothpaste use depending on kids ages as rice - pea - chickpea sizes, it is hard to teach the kids-parents the right amount and turn it into a habit. To emphasize our age-based fluoride toothpastes, we design an age-adjustable toothpaste lid so that children can get the right amount of fluoride. Thus, while tooth and bone development are ensured, we get rid of the concerns that excess fluoride may cause. With the cap, we provide people the right amount of squeezing necessary so that they don’t have to memorize the sizes.

Parents A-B segment socio economical group. They are more aware of their kids wellbeing and they care about their health & well-being. Even though excess use of flouride is harmful, due to some bad publicity of momfluencers, parents believed that any use of flouride would harm their kids growth. To convince parents that the right amounth of flouride is helpful, using mainstream media communication was not enough. In order to reduce fear, as a brand that wants to educate children, we had to go into their homes and be at the right place (at home) at the write time (time for brushing).

We design our fine tip toothpaste lid with a rotating head from a PETG Filament which is a raw and food safe material. Our lid, which can be adjusted by turning the bottom part, shows the age ranges and the correct usage amount on the side. This way, children can squeeze the appropriate amount of paste onto the brush. Kid Lid is designed to be compatible with various Sensodyne Kids toothpastes, and it can be easily removed and attached for reuse. The promotion caps were distributed to various market channels and on social media.

We designed Sensodyne Kid Lid as a promotional material, and we aim to reach 2000 households and help kids brush at the right amount of toothpaste. Sensodyne always uses dentists in their ads and is found to be the trusted expert by the consumers. With a purpose to educate kids, with Kid Lid project, by being with the kids at the brushing moment, we will continue to teach the right amount of toothpaste usage. Overall, from schools, to parent-kids activities, to homes, Sensodyne will be at every touchpoint possible to increase dental care of kids.