Children’s toothpaste is a product which is usually chosen by children themselves, but under parent control. However, adults are often conservative and react negatively to modern cartoon heroes. We needed to develop such a design that would present a compromise.
To solve the problem, we decided to choose plots of folklore fairy tales, which are familiar to all generations. Three epic strongmen in disguise of hard teeth get into funny situations – they are equally close and likable to both adults and children.