Oral-B laboratories asked to put aside preconceptions about the materials, processes and user interactions associated with current brush packaging to explore the broadest possible range of solutions all the while accommodating the merchandising requirements of Oral-B’s global retail clientele.

The CrossAction package is produced using a patented pre-printed thermoforming process that saves Oral-B at least 25% of its costs over RF style packages while offering the consumer an attractive re-closable case.