Case Study: Kids Gum Copy

AUTHOR: CAPS57 | September 30, 2015
Customer: Sunstar Americas, Inc.
Challenge: Coordinate, print, assemble and deliver new children’s toothbrush sales samples for the US and Canada on a very tight deadline

This opportunity was presented to CAPS57 as a very important and high profile project for Sunstar Americas GUM brand. The children’s toothbrush line was going through a makeover using new graphics for licensed characters; Lalaloopsy, How to Train Your Dragon and Power Rangers. What was asked of CAPS57 was to print the new label wraps and redress over 1,100 toothbrushes as well as printing new backer cards and assembling with the provided blisters. The end result was 1100 beautiful toothbrush samples for the GUM sales team.

While this project fit CAPS57’s capabilities perfectly, there were challenges to overcome for a successful end result. The deadline of less than 10 days for the initial shipment was very tight based on the fact that the toothbrushes had to have their existing labels removed and some had to be painted before new graphics could be applied. There was also a model maker involved that molded the blisters and painted some of the toothbrushes. While the intense coordination was going on with the toothbrushes and blisters CAPS57 began the printing process. A full set of graphics from the customer supplied artwork was printed and submitted for approval. As expected, the approval happened quickly as the customer loved what they saw and print production began.

The printing was coordinated to match the receipt of product from the model maker, all being geared towards the deadline for the initial sales meeting. As the labels and backer cards came off the printer, the hand assembly process began and continued simultaneously until all items were complete and accounted for. The sales team received their required toothbrushes in time for the meeting and everyone was ecstatic with the presented samples. The balance of toothbrushes were completed over the next 2 weeks and were also very well received by the sales teams.

This project was successful for many reasons, but one thing stood out over everything else and that was teamwork. Our customer gave us everything we needed, the model maker worked overtime to keep things moving and CAPS57 did what they do best, cranked out the best looking sales samples and delivered on time.