Marketing Innovation

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