The Colgate Palmolive Company needed a way to communicate that their revolutionary, on-the-go oral care product could easily and quickly clean teeth, without the need for water or a bathroom.


The brand name Wisp evoked the toothbrush’s qualities of lightness and speed, and further illustrated that Colgate’s product was both portable and disposable. Sound symbolically, the word segment “isp” is associated with “a swift movement or action,” and perfectly captured the new brushing experience.


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