Christine Tate

DON’T SHIP WATER

IN MY MOUTHWASH

David Sirkin

Jose Padilla

WHY CHANGE?

• Shipping water is a waste of resources

– Bottled mouthwashes are over 50% water

• Mouthwash difficult to use “on the go”

– Bulky, danger of spilling

– Access to a sink, privacy

– Airport restrictions

Poor Oral Health

PAIN POINTS

Airport Security

Bad Breath

AQUATICA!

• Add dry product to water

• Remove the sink: Makeit a drink!– Yes, this is possible

– Don’t think of it asmouthwash

– A delicious drink that’sgreat for your mouth!

– Have it anywhere, nobodywill even notice

MIX TO TASTE

Chug Drink Sip

FEASIBILITY• Patent1

• Thieves Mouthwash2

– “Thieves Mouthwash is so completely safe, many usersswish and swallow for additional health benefits!”

• OraMD3

– “It is 100% pure almond, spearmint, and peppermintoils. Many customers report that swallowing OraMDsettles their stomach...”

• MouthFxTM4

– all the products are 100% pure all natural, and safe toswallow sometimes it is recommended to swallow theproducts.

• AktivOxigen rinse5

– You can mix the AktivOxigen Serum in with yourfavorite fruit juice.

• Effervescent Mint Mouthwash Tablets6

– “The smell was captivating. The taste...almost too good!And it is safe to swallow - even for my 3 year old, whosipped it and begged me for more.”

NO MORE PAIN

Good Oral Health

Airport Greetings

Good Breath

CONSUMER MARKETS

• Mouthwash

– $826 mil sales in 2005, $757mil in 20047

– 14% households make 2.4 purchases/yr8

• Mints and Gum

– $3.3 bil market in 20059

– 80% of adults, 90% of children age 6-1710

• Flavored Water

– Expected $800 mil in 200911

OBSERVATIONS• 8 users

– 20 year-old students to 40 year-oldmarried couple + dentist interviews

• Insights

– Primary use in bathroom• At home or work

• Why? No spitting “into the bushes”

– Rituals around use• Same way every time

• Know where to find it

• Makes it more usable

– “Feel the burn”• Seems like it’s working

PROTOTYPING• Solution has to contact teeth

for a while– Gum

• “Try this gum. What if I said itwas mouthwash?”

– Dry effervescence• Airborne, Alka-Seltzer

– Mint flavored liquid• Perrier, Metromint

• “Do you want to chug this?”

• “Do you mind swallowing deadbacteria?”

USER FEEDBACK

• Gum– No good to chew at work/meeting

– No good way to dispose after use

• Dry Effervescence– Negative reaction, “mad dog” effect

– Don’t want to swallow so much spit!

• Liquid– Altoids and water (includes sugar)

• Most positive feedback

• Possible to make it sweet? Xylitol?

• Mix in some lemon flavor?

– Metromint and sugar-free mint mixtures• Mixed feedback

• “Tastes like medicine”

PACKAGING CONCEPTS

• Tablet

– Fast-dissolvingeffervescent

– Like a NECCO wafer

– Like a sugar cube

• Powder

– Like a sugar packet

PACKAGING TRADE-OFFS

• No individual wrapper– Minimal packaging

– Inconvenient

– Break easily

• Individual “sugar” packets– More convenient for on-the-go

– Won’t break

– Familiar

• Decision: individual packets– Adoption necessary before going to more

sustainable packaging

– Also available in bulk powdered mix for homeuse

GHG EMISSIONS IMPACT

• Mouthwash uses 0.33 lb/bottle

• Aquatica uses 0.01 lb/“bottle”

• That is 3.5% of original!

0.1236 lb/bottle 0.2052 lb/bottle 0.0114 lb/“bottle”

TRANSPORT EMISSIONS SAVED

• Miles per trip– Listerine is manufactured in Lititz PA. Distance to Stanford is 2,843 mi.1

– Assume average shipping distance is half-way across US, or 1,500 mi.

• Gallons per mile– Typical freight truck efficiency is 6.0 mi/gal.2

• Bottles per trip– A 40 ft cargo container payload is 24,000 kg or 52,910 lb.3

– Assume mouthwash bottle holds 500 ml or 1.06 lb. and weighs 0.025 kg or0.06 lb.4

• GHG per gallon– Diesel engine CO2 emissions are 10.1 kg/gal or 22.2 lb/gal.5

– CH4, N2O and HFC are 5% of emissions (so multiply CO2 by 100/95).6

• Savings per bottle– Assume 75% liquid (water and alcohol) reduction.

• Calculation

– (1,500 / 6 = gal/trip) / (52,910 lb / 1.12 lb = bot/trip) * (22.2 * 100/95 = lb/gal)* 0.75 = 0.0927 lb/bot

BOTTLE EMISSIONS ADDED

• GHG per kilogram

– 3.723 ghg kg/kg4

• Kilogram per bottle

– 0.025 kg/bot4

• Calculation

– (3.723 * 0.025 = kg/bot) =0.0931 kg/bot or 0.2052lb/bot

PAPER EMISSIONS ADDED

• GHG emissions per sheet of paper– 17 Wh standard or 12 Wh 100% recycled.7

• Units conversions– 1 Wh equals 3.412 btu.

– 125,000 btu equals 1 gallon of gasoline.

• GHG per gallon of gasoline– Gasoline engine CO2 emissions are 8.8 kg/gal or 19.4 lb/gal.5

– CH4, N2O and HFC are 5% of emissions (so multiply CO2 by 100/95).6

• Serving equivalence– Assume a bottle of mouthwash provides 24 servings.

– We measured 12 packets per sheet, so 2 sheets are equivalent to a bottle.

• Calculation

– (17 = Wh/sh) * (3.412 = btu/Wh) * (1/125,000 = gal/btu) * (19.4 * 100/95 =lb/gal) * 2 = .0190 lb/bot

– For recycled paper = 0.0114

QUESTIONS?

MOUTHWASH BACKGROUND

• Why do we get bad breath?

– Primarily from release of H2S asanaerobic bacteria break downprotein on debris between teeth

• Listerine marketed as mouthantiseptic in 189512

WHAT’S IN MOUTHWASH13

• Antibacterial agents– Phenol, thymol, salol, tannic acid

hexachloraphene, chlorinated thymols, quaternaryammonium

• Flavorings– Peppermint, menthol, methyl salicylate, eugenol

• Colorings– Blue and green most common

• Detergents (surfactants)– For foaming and cleansing action

• Dilutents– H2O more than 50%, alcohol up to 26% of formula

– Alcohol is a dilutent for flavoring oils, surfactants,and is NOT an active ingredient!

MAIN DECK REFERENCES1. US Patent #4,971,785

2. Thieves mouthwash http://www.secretofthieves/

3. OraMD http://www.judyshealthcafe.com/

4. MouthFX http://www.mouthfx.com/

5. TheraBreath website http://www.therabreath.com/bonus_directions.asp

6. Home Shopping Network http://catalog.hsn.com/prod-12678/cp/cp0006/hp!sf!dept/3065430/3065430.htm

7. Euromonitor Intl:Caridad, A. “Down in the Mouth,” Happi Magazine, Feb 2006. http://www.happi.com/articles/2006/02/down-in-the-mouth.php

8. FindArticles.com: Still room for substantial growth in existing oral caresegments http://findarticles.com/p/articles/mi_m3374/is_15_25/ai_111146131

9. The infoshop: Gums and Mints-US-January 2005 http://www.the-infoshop.com/study/mt26646_gum_and_mints.html

10. FindArticles.com: An air of fresh breath - Market Trends: Category Analysis -mints, gum, breath strips - Industry Overviewhttp://findarticles.com/p/articles/mi_m3289/is_6_172/ai_105460707

11. Goliath website: New Water with a Splash of Flavor: Flavor Water MarketGrowing http://goliath.ecnext.com/coms2/gi_0199-4357194/New-waters-with-a-splash.html

12. Listerine: Explore Our History http://www.listerine.com/history.aspx?id=762

13. Romanowski, P. “How Products are Made: Mouthwash” 2001.

14. http://www.madehow.com/Volume-6/Mouthwash.html

GHG REFERENCES1. Google Maps search on Lititz PA to Stanford CA. http://maps.google.com/

2. Table 11 in “EIA Special Report: Analysis of Strategies for Reducing MultipleEmissions from Electric Power Plants with Advanced Technology Scenarios,”Dec 2001. http://www.eia.doe.gov/oiaf/servicerpt/eppats/table11.html

3. Export 911 Shipping Department Logistics Management “ContainerDimensions and Capacity.” http://www.export911.com/e911/ship/dimen.htm

4. Triple Pundit column “AskPablo: Exotic BottledWater,” Feb 2007.http://www.triplepundit.com/pages/askpablo-exotic-bottled-water-002401.php

5. Coe, E. “Emission Facts: Average CO2 Emissions Resulting from Gasolineand Diesel Fuel,” US EPA Office of Transportation and Air Quality FactSheet, Feb 2005. http://www.epa.gov/otaq/climate/420f05001.htm

6. Coe, E. “Emission Facts: Greenhouse Gas Emissions from a TypicalPassenger Vehicle,” US EPA Office of Transportation and Air Quality FactSheet, Feb 2005. http://www.epa.gov/otaq/climate/420f05004.htm

7. Lawrence Berkeley National Laboratory, Environmental Energy TechnologiesDivision. “Why Should I Care About Paper Use?”http://eetd.lbl.gov/paper/ideas/html/issues.htm