REACH has employed Sydney agency Our Revolution to add a little sparkle and polish to the decades-old oral care brand.
Despite having almost 50 years of history and trust behind them, REACH had been struggling in a cluttered category, with consumer research suggesting the branding was ‘old’ and ‘irrelevant’.
Our Revolution creative director Jen Dorna said: “Our focus was to pull out the original, innovative characteristics of the brand through a new, progressive design”.
The fact that consumers are confronted with too many choices in the dental-care section was the insight that drove Our Revolution’s repositioning of REACH.
It turns out 60 per cent of purchase decisions for the category are made in store, which meant packaging design was crucial in converting shoppers into buyers – even more important than external drivers like advertising.
Dorna said: “The packaging was key in communicating the key attributes of the products.
“They needed to be clear and easy to understand for shoppers to navigate”.
She continued: “New master brand assets were created to support the original black and white identity.
“The eclipse brand holding device can be used in off-pack communications.
“Whilst retaining familiar attributes of the brand like the black background, it also allows for more distinctive variant colours to come through, highlighting individual products”.
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]