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”.