Creating a New Category
for Instant Freshness
CONSUMER RESEARCH
STRATEGIC BRAND PLANNING
NAMING, IDENTITY + PACKAGING DESIGN
COMMUNICATION DESIGN
Rubicon Consumer Healthcare unveiled an innovative tablet mouth freshener, designed to cleanse teeth and freshen breath without the need for water. This pioneering product, serving as both a freshness solution and oral cleanser on the go, navigates uncharted territory. The challenge lies in establishing a new category: should it be marketed as a mint or akin to toothpaste/mouthwash? Crafting its unique identity demands a strategic departure from traditional consumer habits.
The positioning challenge for the product stems from its dual nature: it's a waterless, powder-form oral care solution that promises both the cleanliness of a mouthwash and the convenience of a breath freshener. This unique offering stands at the crossroads of two established markets, necessitating a strategic approach to define its place as neither just a freshener nor solely a mouthwash, but as an innovative fusion of both, creating its own niche in the oral hygiene landscape.
The Consumer Insight
In order to find this unique positioning opportunity, we conducted a research. Research revealed a clear demand for on-the-go oral hygiene assurance beyond mere freshness. There was aprevailing concern about unnoticed oral malodor or residual food particles leading to embarrassment in social interactions. People desired a definitive solution that ensured their oral cleanliness and hygiene instantly, in any setting, safeguarding their confidence in all encounters.
The Positioning
For the young & the restless, on-the-go millennial who always needs to put their best foot forward, wherever they go, our product provides the anytime, anywhere, intense burst of freshness because of its waterless formula, effervescent micro scrubbers and unique formula which helps in overall oral protection .
We positioned Tazmint as an on-the-go mouth freshener with intense cleansing and hygiene properties, straddling the benefits of both mint and mouthwash, which is a great approach to creating a new category without borrowing from entrenched habit codes. Additionally, we focused on building an uber-cool smart brand that is progressive, disruptive, dynamic, and well-suited to appeal to the target consumer, the urban millennial and Gen Z. The identity and packaging used semiotic codes from both mint and mouthwash categories.
Pocket-Friendly Packaging Design
The packaging design for TAZMINT blends clarity with appeal, mirroring the product’s dual promise of freshness and deep cleansing. It features a vibrant, swirling motif that signifies a burst of cleanliness, with distinct flavor cues like green apple and fennel visually represented. The packaging design solves for the innovative product proposition by blending in semiotic codes of an oral care solution, along with the impulse appeal of a mint.
Through content marketing and social media communication, we built a narrative around the waterless formula, effervescent micro scrubbers, and overall oral protection benefits of Tazmint. The tagline “anytime, anywhere, intense burst of freshness” effectively communicated the product’s convenience and freshness benefits.