The WonderGrip

Until Johnson & Johnson asked Smart Design to stimulate demand for its Reach line for kids, children's toothbrushes were miniature versions of their parents'. But we knew that every product should serve its user, so we studied how, when, and why kids brush. We explored concepts and feature combinations, then tested them out with our target market. The result was the WonderGrip, with a corkscrew neck that makes brushing fun, and a rubber thumb-grip that makes it easy, too. Meanwhile, Johnson & Johnson got what it wanted-demand in a whole new category and a product that's held a #1 share since the day it hit the shelves.