Spicta
Brand Refresh, Strategy, Packaging & Shoot
Beep. Beep. Beep. Off goes your morning alarm. But, you’re lazy. So, you give in to the “bas 5 minutes auuurrrr!” feeling. And well, hit snooze.
Beep. Beep. Beep. Off it goes again, leaving you with no choice. So, while your mind is still at rest, your body is now awake. You pull yourself up and drag yourself to the washroom. You open your bathroom cabinet, grab your toothbrush and apply the toothpaste that you have been using for God only knows how long now. Then, you start brushing your teeth. Mindlessly. Because remember? Your mind is still at rest, no?
While oral care routines can be mundane, Spicta wanted to change the game!
But, there were some challenges. Intrigued? Read on to know how we partnered with Spicta and took the oral healthcare industry by storm with some “oh-so-real” flavours and FUN!
CHALLENGE? ACCEPTED!
We began our quest. To find the problems. Yes, problems. Because, without knowing the pain points, how are we supposed to find pain-relief solutions, right? And so began our rebranding journey!
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. – David Ogilvy
He said, we listened. We went all out and started building a strategy.
The entire research process helped us find the gaps. And we took charge to fill them with utmost attention to detail.
Take the world and paint it fresh
We ditched the regular white-blue-red colour palette and decided to hit refresh (no pun intended) on the packaging. So, we chose to go with shades that instantly lift your mood, have never been used before by oral healthcare brands, and make the simple act of brushing your teeth a lot more fun.
Given the uniqueness of Spicta’s all-new chosen colour palette, it catches eyeballs and urges the customer to make a switch and start taking their oral health as seriously as they take their skin health. It also pushes people to explore the product range beyond the regular toothpaste and mouthwash, and make their oral healthcare choices more mindfully.
Making the experience count
Customers were really becoming fond of the many flavours offered by Spicta. Why so? Because apart from being fluoride and SLS-free, Spicta product range truly embodies the goodness of nature as it is infused with ingredients like ginger, cucumber, lemongrass and so much more. What’s great about this? These ingredients make for an unforgettable and refreshing experience, that the users don’t just remember, but want to keep coming back to.
So, here’s how we brought that experience to life through the packaging. Since our audience was willing to give new flavours a chance, we decided to highlight each flavour including cucumber, peach mint, ginger, lemongrass, and dark walnut bark, through not just appeasing fonts as those of the product category, but also through subtle illustrations that would instantly register in the minds of the buyers. What’s more? We skipped the word “flavour” and went ahead with the word “experience” because that is what Spicta represents at the end of the day. Oh, and at the start of it too!
As most oral healthcare products fail to be what they’re claiming, we decided to be completely open about our philosophy and choice of ingredients right from the beginning. Therefore, mentioning that all Spicta products are fluoride and SLS free on all our products was a very well thought-out process, since it does not just reassure the user of Spicta being a safe choice, but also the right one.
TOOTH BE TOLD
All our efforts to brush off the mindless choosing of oral healthcare products paid off! Here’s what happened: The new colour palette charmed the existing users AND attracted a new group of oral hygiene enthusiasts. People were willing to say goodbye to their old toothpastes and pick one that does not just make them feel fresh but leaves their mouth with a fun flavour to enjoy. They didn’t have any second thoughts before setting a new oral healthcare regime, and picked Spicta products off the store racks almost immediately. And mind you, also mindfully!