Proliferation of private labels in the oral care rinse category has made it very difficult to differentiate among brands on store shelves. Procter & Gamble (P&G) recognized that the novel Scope Outlast formula needed equally compelling packaging to standout on the shelf. P&G worked with its collaborators to create a new bottle shape and closure when launching new Scope Outlast Mouthwash. Dubbed the “Genie” bottle, the new design has outstanding stopping power and clearly separates Scope from private label and other offerings in the category. The new design of the Scope bottle has an additional benefit of significantly reducing packaging materials (PET usage was reduced by 20 percent) and allowing for higher efficiency when shipping. The company took a significant risk by radically changing an iconic brand and it has paid off with significant consumer impact plus operational efficiency.