The brief

Unilever ‘SMILE’ is a global portfolio of brands (Signal, Pepsodent, Mentadent, Aim, ProDENT and P/S) with the same proposition. For the past 8 years our teams in Singapore have worked across the portfolio refreshing the core range, revamping existing ranges, creating limited editions, variant extensions and line extensions. The ask here was to build on the global change in consumers behavior towards healthier, more natural choices and create a ‘Naturals’ platform communicating the same Naturals proposition for differing markets, with different maturity levels, understanding and expectations of ingredient story and benefit.

Our recommendation

Signal Integral 8 is targeted to a developed European market, where efficacy cues are prioritized. As such we crafted a premium looking pack that captures consumers purchasing decision; efficacy, while introducing the natural ingredient story in a beautiful and curated way. On the other hand, P/S Vietnamese consumers and Pepsodent Indonesian consumers have an ingrained understanding of ingredient benefits and purchase decisions are driven by the ingredient story. Here we dialed up the ingredient on pack so that becomes the focal point. In summary we created a harmonious look that is tailored to differing markets.

Further building on the naturals proposition, we leveraged white space growth opportunities amongst Muslim consumers and landed on Pepsodent Siwak, piloted in Indonesia as Pepsodent’s first Muslim toothpaste.

While building on naturalness, and consumer demands for more sustainable and environmentally friendly choices, we have helped to push the sustainability agenda for the category with the Signal Bamboo Natural range of toothbrushes.