Purity Labs
Creating an influential brand by attracting an influential audience
Brief
Beverly Hills Formula is a whitening toothpaste with a unique message. It really works. But getting this message across in a static oral care market, cluttered with big spending brands, was difficult. Our challenge was to identify and target new audiences to grow the brand and spread the word.
Approach
We knew the brand had the efficacy to become influential. We just needed to get this message to an influential audience. We identified females under 35, who were bored and unconvinced by the over-promises of big brands. We wanted to develop a high-impact campaign that cut through the clutter and spoke to them in a memorable way.
Solution
We grabbed our audience's attention with a satirical brand personality that broke with category norms. Contrasting tongue-in-cheek lines with retro style visuals, we made a playful nod to the shallow nature of the ultra image conscious. This assumed transparency raised believability, ultimately making Beverly Hills Formula a brand people could like and trust.
Results
Our press campaign delivered stand out in the category and, together with a refreshed website, created an immediate buzz, delivering an influential brand for Beverly Hills Formula, by appealing to an influential audience.
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