The agency has created a professional, sober look for the packaging, which resembles the branding typically associated with prescribed rather than mass-market mouth mouthwashes.
The agency also devised the product name and is producing trade advertising to promote the brand. The ad headline describes the product as "An alcohol free solution for gum problems".
Trevor Bradford, one of Creative Leap's founding partners, said: "This project is part of an ongoing relationship with Colgate, which initially was based on developing a look, style and tone of voice for its professional channel communications.
"We have created a brand look for Colgate Chlorohex Plus that will translate easily into the direct-to-consumer market while not losing that all-important 'prescriptive' look that says the product is both recommended and endorsed by dentists."
Chlorohex Plus is an alcohol-free 0.2% chlorhexidine digluconate and sodium fluoride mouth-rinse. It will be distributed via dentist practices from next week and via retailers from January 2007.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
This article was first published on brandrepublic.com