Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
The $3.50 Toothpaste That Made Crest Rethink Pricing
In the debut episode of Pricing Power, Lucas and Luna unpack the story of a single product launch that forced Procter & Gamble to abandon its 50-year-old pricing playbook. In 2018, a tiny startup called Bite Toothpaste Bits sold a three-month supply of plastic-free toothpaste tablets for $30—roughly $0.33 per brushing versus Crest's $0.05. Within two years, Bite captured 4% of the U.S. toothpaste market by unit share, despite costing six times more. Lucas walks Luna through the elasticities, the 'value decoupling' strategy, and the moment P&G realized its premium whitening line…
The skinny
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