Pasta del Capitano, a premier Italian toothpaste brand, is making significant strides in the Georgian market as it plans upgrades to its product lineup. The company aims to introduce innovative offerings and solidify its position as a leader in oral health and hygiene.
Tamara Gogoladze, Head of Marketing at Libo Group, which introduced Pasta del Capitano to Georgia in 2021, emphasized the brand’s commitment to consumer engagement. “We are actively working to improve communication with consumers so that more people can be convinced that Pasta del Capitano is the best choice for oral health and hygiene,” Gogoladze said.
Since its launch, Pasta del Capitano has experienced remarkable growth, culminating in the prestigious Golden Brand award this year. The toothpaste range is distinguished by its commitment to safety and effective oral care. Featuring a patented zinc-based molecule, Sulfetal Zn, the formulations are free from harmful ingredients such as Triclosan, SLS (sodium lauryl sulfate), parabens, and formaldehyde preservatives. All products are infused with Certified Organic Peppermint, ensuring safe and pleasant oral hygiene for the entire family.
In this interview, Gogoladze discusses how the brand plans to increase its presence in Georgia and promote healthier smiles through innovative products and a consumer-focused approach.
Q. In the category “Innovative Oral Care Products” Pasta del Capitano won the Golden Brand Award. Can you explain what makes the brand innovative?
A. Pasta del Capitano stands out due to its unique formulas that combine scientific research with natural ingredients. The brand employs innovative technologies, such as the Sulfate-Free System, which allows for gentle yet effective cleaning. Additionally, the products are enriched with zinc picolinate, which combats bacteria and promotes oral health.
We also offer a special line for smokers designed to effectively remove nicotine stains and protect teeth from damage.
For us, the Golden Brand Award is a significant recognition and serves as motivation to continue delivering high-quality and innovative products to our customers.
Q. How long has the brand been in Georgia and how did it win the Golden Brand?
A. Pasta del Capitano has been available in the Georgian market since the second half of 2021. During this time the brand has seen steady growth. Initially we offered only a limited range of products, but as consumer trust and demand has increased, we have expanded our offerings. Today, we provide both classic and specialized products to meet various needs.
Our success can be attributed to the high quality of our products, innovative formulas, and effective communication with consumers. Customers quickly recognized that Pasta del Capitano products are not just essential for daily oral hygiene, but also play a significant role in overall health.
Q. Can you provide details about the Pasta del Capitano’s products available on the Georgian market?
A. We offer Pasta del Capitano’s classic, natural, and specialized product lines in the Georgian market. This includes whitening, sensitive, children’s, and smokers’ toothpaste. The latest collection features a new range of toothpastes, toothbrushes, and mouthwashes.
Q. Let’s focus on the children’s line, as products for children require special attention from parents during the selection process. What sets the Pasta del Capitano children’s line apart, and why is it a favorite among kids?
A. Pasta del Capitano’s children’s line is specifically designed to meet the needs of children’s oral health. The formulas are free from parabens, SLS, and other harmful substances, making them completely safe for young users.
Children enjoy the pleasant flavors and visually appealing packaging, which helps parents instill good oral care habits in their kids.
Q. What percentage did sales of Pasta del Capitano products increase or decrease in 2024 compared to 2023?
A. According to the 2024 data, sales increased by 25% compared to 2023. The market share is steadily growing, indicating that consumers are actively choosing Pasta del Capitano products. There is particularly high demand for whitening and sensitive toothpaste.
Q. Why did Libo Group choose Pasta del Capitano to bring to our market, and what led you to introduce the brand to Georgia?
A. Libo Group always aims to bring high-quality, innovative, and healthy products to the market. In the case of Pasta del Capitano, we recognized its uniqueness and the combination of Italian traditions with modern science. So we decided that this brand would be an excellent fit for the Georgian market.
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