Gold Spot Breath Freshener is being given its first makeover since hitting the market in the 1970s, in a bid to shed its “cheesy” image.
The brand is to shed packaging that features a dated photograph of a grinning couple in favour of a sleek black case with subtle gold and coloured spots. In addition, brand owner Lornamead is launching a new flavour, Citrus Zing, which it hopes will appeal to consumers looking for a fruity alternative to traditional mint fresheners.
The company, which feels confident the revamp will make the product stand out on-shelf,
said the new look Gold Spot was the result of extensive research into the oral hygiene habits and routines of men and women. They found people wanted products that did not immediately shout ‘breath freshener’.
“Gold Spot has been a much loved brand for years but the time is right to give it a facelift and bring it into the 21st century,” said product manager Meredith Kelly.