Clorets is one of the most established breath-freshening brands in the world. Originally a compressed tablet, it has since extended to chewing gum and hard-boiled candy. In Thailand, the brand is strongly supported by celebrity endorsements and is perceived as an on-trend product.
A new player on the market, competitor Botan Mint Ball attracted new users purely through new packaging. Aside from this, the predicted rate of new entrants in the coming years all threatened Clorets’ position. Making matters worse, a seriously cluttered shelf was forcing packs to be stacked incorrectly and customers were choosing products based on incorrect information and a ‘first see, first buy’ basis. Finally, the current Clorets packs did not communicate the brand’s highly active ingredients, Actizol and Chlorophyll, harming the potentially functional image Clorets should have had.
Brand New Day blew a breath of fresh air on the Clorets brand by creating a new brand identity, helping Clorets to stand out not only on the shelf, but also in consumers’ minds. With an exciting visual system that could be stretched across a number of variants, the new packs highlighted the new positioning of ‘Cool & Charming Breath’ and reflected the broadly based target market.