Reinvigorating the Idea of Oral Care Through Sensory Branding
As a world-renowned leader in the global oral care category, Colgate was once again looking to lead a change in a largely functional, complicated and serious electric toothbrush (ETB) market with the brand creation of Hum – a series of smart, connected toothbrushes.
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Our challenge was to weave the idea of fun and function together – drawing people into a new dialogue and an empowering idea of fresh, simple and personalized oral care – through the creation of the positioning, name, identity, app and campaign materials for this dynamic and personalized new brand.
Every aspect of our visual approach was about stripping away clutter and jargon and dialing up the sensorial, the personal and the feel-good factor with an optimistic and inviting visual communication. The sound of the toothbrush is immediately brought to life in the sensorial brand name with the new brand identity emulating the colored power button – a visual device and key asset which leads people through the Hum experience in a thoughtful and playful way across all supporting and campaign materials; even becoming punctuation in messaging.
We developed a forthright, cheerful and conversational tone of voice and messaging for all brand materials from product information leaflets – with ‘Hi there, let’s get to know each other’ – right through to subway advertising with ‘Hummmmmm your way to smiles’.
