Brush With Success: How 'Hello' Used Design to Stand Out Among Oral Care BrandsA breath of minty-fresh air ripples through the staid oral-care market.

Whenever Craig Dubitsky went shopping for toothpaste, he couldn't help but grimace.

“这东西会在嘴里。通常你的奖赏ard is that you get to spit it out. Even the advertising is set up to convince you that the more it hurts, the more it works," explains Dubitsky, who set out to launch a kinder, gentler alternative.