Getting in on the act
Helping a long-standing brand re-ignite in a competitve market
Wisdom, then named Addis, was established over 235 years ago and is globally recognised as the inventor of the modern day toothbrush. Since that historical beginning, the company has dedicated itself to delivering expertly designed oral care products.
Despite its place in the annals of history, today Wisdom is a lesser-known challenger brand in a fiercely competitive market. We all use dental care products every day. As such, we are all aware of the companies that have the market cornered and are not soon to be displaced.
What Wisdom was looking for, then, was less a power grab, more a disruption. It needed to differentiate itself from the market leaders and show its confidence as a competitor through assertive copy and smart design.
To make that happen, it turned to Point 6.
Wisdom sells products that most people use more than once a day. Naturally, such regularity makes people grow loyal to the products that serve their routine.
To get people to try something new, Wisdom had to be alluring. But still sensible. Dental care is an industry driven by quality and trust rather than provocation.
Point 6 was initially asked to carry out a top-level review of the brand and make recommendations for how communication with its target market could improve. This included everything from its strapline— ‘healthy teeth for life’—to its online presence and promotions.
How we’ve helped
- Carried out top-level review of brand assets
- Analysed strapline, online presence, promotions and more
- Provided promotional ideas to engage a younger market
- Designed packaging for multiple product ranges
- Provided packaging for the company’s first ever Sainsbury’s listing
- Established ecommerce site
We first assessed the brand assets and found that the brand identity itself was strong enough to be retained. We decided to strengthen the strapline, which wasn’t being used consistently or to its greatest effect.
We took a broader brushstroke approach to look at Wisdom’s online presence and provided a range of promotional ideas that would help engage a younger market. Young people were less likely to have existing loyalties to established brands, and as a demographic they are generally more open to trying new products.
We then worked on the packaging for Wisdom’s first ever toothpaste, before designing the packaging for a toothbrush and mouthwash range, as well as refreshing the children’s ‘Step by Step’ range.
Despite its challenger brand status, battling competitors who dominate the shelves of major supermarkets the world over, Wisdom’s first toothpaste—and our first piece of packaging for them—was immediately listed by Sainsbury’s. This was a landmark moment for the company, having been rejected in its previous attempts.
Ever since that first project, we have worked with Wisdom on new product development packaging and are consistently helping the brand successfully compete with its much bigger rivals.
The strength of our working relationship has since seen us go beyond packaging design. We’ve used our knowledge of web design and build to create an ecommerce site, establishing an entirely new sales channel.