Expensive to make, not dear to customers

Toothpaste manufacturers have a tough job trying to interest you in their product. The problem is, you’re not. It’s not a high-involvement product. Well, depending on the consumer. Maybe some people do put a lot of thought into their toothpaste, but for most it’s a habitual purchase.

So to make things more interesting they add benefits, even if it means inventing funny devices such as stripes to highlight the different ingredients.

What do you do when you use it? Not think twice. You scrub your teeth with it and muck up their beautfiul stripes. Because you’re not fussed…?