Oral care brands in India have traditionally relied on promoting themselves using the trust and goodwill they enjoy.
Most branding, packaging and communication is focused on statistics - trusted by X% mothers, Y% dentists, and so on.
We’re also informed about product capabilities via interestingly coined terminologies.
Of course, tiny disclaimers accompany all of these, always.
Given this oral care landscape, Stratedgy set out to build an honest, new-age, direct to consumer brand.
We aimed at putting the care back in oral care, with a brand that relies heavily on attributes and a focus on building better, long term oral care habits.
As always, our brand building journey began with research. We chose the qualitative approach to gain consumer and dentist insights, and used quantitative studies to gauge larger consumer sentiments about product naming and brand descriptions.
India, as we know, is not one market. We are a collective of various distinct markets, and our demands from the brands we entrust are a fascinating study. Our interviews with potential consumers set the stage for an exciting opportunity ahead.
We’re made to believe Indian mothers trust XYZ blindly, but that is hardly the case.
However, what we did find tied back effectively to our hypothesis – we’re mostly spoken to about intangibles within the oral care space. What about the core of the product? What is made up of? Why is it better? Has there been any innovation in the way these products are made?
If yes, when can we hear about them?
The brand strategy was formulated to fill in these missing gaps in the current oral care market.
The brand strategy paved the way and we were on to our naming convention.
We took the tried and tested approach and had (many, many) consumers validate our name of choice.
Our brand promise of performance driven oral care came to life with PERFORA.
Our first launch for Perfora is an advanced ergonomically designed electric tooth brush.
We endearingly call it the Truth Brush.
Here’s how this shaped up.
The upcoming Perfora range is practical, promising, and precisely designed to elevate your everyday oral care regime.
We look forward to revealing more, soon!