Scope Outlast

Created by Webbdevlam

Competing with the popularity of pocket breath fresheners like gum and mints, Scope had difficulty discrediting the young generation’s reasons for not using mouthwash. Opinions of inconvenience and a negative perception of its effectiveness did not warrant adding an additional step to a dental routine. Our method to reinvent the iconic brand was to create a design that encouraged daily use by being too attractive to store in a medicine cabinet. Inspired by the precious shapes of perfume and the chic beauty products that young women adored, we created a unique feminine, genie-shaped bottle worthy of display on the bathroom sink.The bottle’s soft curved lines and elegant symmetry communicates Scope’s youthful personality. It appeals to the flirty, spontaneous, and sensual nature of its users, without alienating its loyal consumer demographic.Scope Outlast was awarded a Silver Medal for Innovation for design and sustainability at the 22nd DuPont Awards for Packaging Innovation. It continues to be a proven success for Proctor & Gamble as a leader in the world of oral care.