Brand : Itti cleaning tablets
Positioning | Brand narrative | Brand belief | Messaging architecture | Personality | Tone and voice
Artevet Hygiene was launching an innovative cleaning product in the market; little tablets, which when mixed with water turned into a solution for cleaning any area.
Through our consumer research we idenitifed that our key segment currently looked at cleaning as something that takes up their time away from their precious weekend. And we also identified a challenge in shifting a behaviour that was so quite strongly weaved into our routine. Moreover the category at the time, visually and through messaging largely focused on a functional promise which made us realise how we could differently position our brand through a strong personality.
Our thought to shift focus from a functional task to something you look forward to and find joy in.
Power-packed cleaning tablets that add a little zing to the mundane task of cleaning
Differentiate with a Jester archetype as primary archetype (manifested through design, tone of voice) that is unique to the category
Introducing a new routine to nudge behaviour and create a positive association with cleaning
Additional triggers in messaging for last mile conversion
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