Candy and toothbrushes would seem to come from completely different product development streams, but in a recent conversation on The Landscape podcast with our sister publication Crain's Cleveland Business, Bill Nottingham, a managing partner and vice president of growth at Nottingham Spirk, says the two are very closely related, and not just when it comes to cavities.
The Cleveland product development and design group has been involved in developing toys for Little Tikes and vacuums for the Swiffer brand, so it knows something about successful product launches. Nottingham said the company began by noticing sales growth for the higher-end Mentadent toothbrush.
"At the time, we were making a spinning lollipop for $5 and we said, 'I wonder if we could make an electric toothbrush for under $5,'" Nottingham said.
The product first went on the market in a limited area as Dr. John's Spinbrush, giving Nottingham Spirk an opportunity to tweak the plastics when there were problems with bristles coming loose. The Spinbrush company was acquired by Procter & Gamble in 2001. When P&G later acquired Gillette in 2005, it sold the Spinbrush product line to Church & Dwight. The toothbrush was rebranded to Arm & Hammer and is still a category leader today.
"At the time, [Spinbrush launched], 3 percent of toothbrushes were powered and now it's 30 percent," Nottingham said.
You can listen to the full interview at the Crain's Cleveland Business website or via regular streaming providers.