07/11/2025
I was still curious about how Xtreme toothpaste broke into the Nigerian market despite its competitive nature.
There are several toothpastes in the market, and even the popular ones have to bring their A-game with lots of advertising everywhere just to stay relevant and top of mind for their customers.
So, in my curiosity, I discovered two things about Xtreme toothpaste that gave it that edge:
* Perception
* Price
Perception
This brand created a perception that Nigerians can get those desired white teeth with their product.
Typically, most whitening teeth products come in black. My opinion is that they chose that route, which will appeal more to Nigerians. Their regular toothpaste color is black.
Price
This is the route many brands trying to get a market segment of customers follow. Often, the big-shots sometimes run them out because they have the reserves and funding, unlike the new small brands. However, Xtreme took the bull by the horns and came in at a lower price than the popular toothpaste brands you know and are still here, gaining as much market segment as possible.
The surprise package is that, even with the low price, they still put in a FREE item in their package in the form of a good toothbrush.
The highlight is to look for how to appeal to the customers' pain point and provide value for the money.
