'Super' Toothpaste?

My inspiration for this blog came from a post on the M-Blog.  There is a link to the actual article here.

            With a product like toothpaste, is there really any need to have as much variety of specialized products as there are in the current market?  Personally, I think not.  Yes, many people do have specific preferences of their toothpaste, however, there are ways to satisfy each consumers need in the market without producing such a vast amount of variety.  For example, why are there so many types of protection offered by toothpaste?  Don’t we all want the best overall protection possible?  Why do some toothpastes claim to protect cavities, some claim to whiten teeth, some fight gingivitis, and some help with bad breath?  Personally, I want my toothpaste do all of those things!  Which leads me to wonder if this is all part of a marketing scheme.  Maybe if a company marketed their toothpastes as a one for all protection then perhaps consumers with white teeth, but bad breath, would choose the another brand that says “Fights Bad Breath” on it.

            But while this differentiation may help sales, I have to think that this form of marketing must be expensive to the company.  Having to advertise all different types of the toothpaste has to add up.  A suggestion I would make would be to cancel all forms of toothpaste in production, create one ‘super’ toothpaste and market it extensively.  If the general consumer knows that this toothpaste is supreme to all others and satisfies all of the consumer needs, whether it be white teeth, cavities, bad breath, etc., then they will most likely choose that product over the rest.  Once this is done the only variation that would need to be offered would be the flavor.  Offering this ‘super’ toothpaste in mint, cinnamon, fruity and all other preferred flavors would fill in the rest of the consumer needs.  This would mean this singular product, offered in all flavors, would only need one advertising plan to show its protective qualities.  Then once consumers see it in the store, they will not have to turn away because they dislike the flavor as all needs will be satisfied. 

            What do you think of this idea of a ‘super’ toothpaste offered in all flavors?  Do you see any flaws in this marketing idea? If so, what are some other suggestions you may have?