The STI Group put in a glamorous performance at the Promotional Gift Award 2014 with the Colgate® Optic White™-Box, which was rewarded with a prize in the category Packaging. The custom-made design comprising of silver foil, LED lamps, a satin ribbon, elastic bands and cardboard was developed for the product launch of the whitening Colgate® Optic White™ Toothpaste in Australia and distributed among others to the participants of the last series of the TV show “Australia’s Next Top Model”.
Inspired by the advertising spot, the packaging became part of the Colgate branding philosophy. The TV spot shows models backstage getting ready for their catwalk performance – their smiles are reflected in their stage mirrors, which is designed like the award-winning altar packaging: The inlay of the packaging made of FSC-certified cardboard was designed in such a way that it resembled a stage or cosmetic mirror. On opening the exquisite box the LEDS at the side light up triggered off by the integrated motion sensor. This in turn lights up the posters attached to the sides, which can be exchanged in order to optionally convey brand messages or personal greeting to stars and starlets from all over the globe, who place great value on their appearance.