How DTC Brand Hello Created a Friendly Toothpaste

Founder Craig Dubitsky on maintaining its relevance and having fun with holding company Colgate

Hello products
Hello was acquired by Colgate and continue to expand across the globe. Hello Products
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Think about Casper. He’s friendly. You see him as a friend rather than a ghost.

It’s similar to how Craig Dubitsky, founder of Hello Products, looks at his toothpaste product. It started with three people, a dog and an idea to make oral care that was beautiful, fun, friendly and even delicious.

“Anything that goes in your mouth should taste awesome and it should be as natural as possible,” he said during an Adweek webinar recently.

Dubitsky digs into creative variety and storytelling as a means of relevance.

“What we’re so motivated by is being current and being relevant—emotionally relevant, culturally relevant, economically relevant,” he said. “We’re leaning into currency and humanity and making things people can feel a sense of warmth about. We want to show up where and how people want us to.”

Hello’s reach is large and growing globally across Amazon, Walmart, Target and of course, direct to consumer on the Hello site. That comes with the help of Colgate, which acquired Hello in January, and boosted Dubitsky into Colgate’s chief innovation strategist.

Dubitsky doesn’t expend a lot of energy on testing, which he finds limiting. Instead he encourages having fun—even with legacy brands which may have stale notions of the customer experience.

“I suggest reaching into the deep magic of the past points to an earlier vision or finding current partners to do collaborations,” he advised.

Dubitsky also promotes continued friendliness across all points of the customer journey. Hello uses Skype to engage with customers face-to-face.

“I don’t think anything replaces a set of human interactions,” he said.

Hello put out a timely product for the election, called Empowermint benefiting Rock the Vote and of course, staying relevant—but also a brand reminder to be choosing friendly.

@koimtv Ko Im is the community editor at Adweek and co-host of Adweek's podcast Yeah, That's Probably an Ad.