We were approached to help reinvigorate the heritage of the brand and to reflect the premium nature of the product through the packaging. In a market context where soap is perceived as a commodity and brands compete on functional benefits, Pears was left behind due to its tired image and lack of product innovation.
Pears is a quintessentially British brand however it’s presence in the UK began to dwindle in the 1990s. Pears identified a new opportunity for the brand and wanted to relaunch with a new look for the UK.
The solution was to draw on the artisanal heritage and re-articulate this in a way that was relevant and exciting for a new, modern generation. With such a rich heritage and authentic story of hand-craft, there was a wealth of brand equity to celebrate and bring to the fore of the Pears’ re-design.
A sympathetically crafted design which celebrates the nostalgia associated with this unique transparent bar whilst bringing it bang up to date.
What we did...
Strategy. Positioning. Packaging.
Have you got the Gene?
Unilever wanted to launch a new campaign to reignite the Marmite brand, so we collaborated with another Omnicom agency Adam & Eve on the ‘Marmite Gene’ campaign which sought to demonstrate if there was any scientific evidence behind why people loved or hated Marmite. Our role was to communicate the science behind the Gene project in a uniquely Marmite way, whilst providing assets which could be used by multiple partner agencies.
We created the central graphical assets of the ‘Helix’ and iconic ‘Gene Pattern’. We created a design toolkit containing a number of design assets that were used across various brand activation touch points including packaging, direct mail, PR influencer presentation boxes and assets for use on the digital platform.
Marmite saw an 11% sales uplift on the back of the Gene campaign.
OurCreative. impressive right from the start and really understood the brief on this project. We worked collaboratively all through the project and I was impressed with how the team managed to meet our tight deadlines. The packaging across the three tiers looks fantastic and it’s easy for customers to understand and shop. I am looking forward to working with OurCreative. again in the future and want to say thank you for all their hard work on George Home. We are immensely proud of what we have achieved!
Lucinda Maloney, Brand Manager General Merchandise, Asda Own Brand Team
OurCreative. have been brilliant from the off. They’ve been the key to us creating a design we couldn’t be more proud of, and at the same time have been on hand to guide us on areas we were completely new to - from IP to print finishes, and everything in between. We wouldn’t be in the position we are now without them!
Miles Nurse, Co Founder, Cantina
Since OurCreative. were appointed, they quickly got under the skin of the business, brands and category. Briefs are not just met but provoke strong debates and push our boundaries to get the best outcome. It’s a testament to how effective and easy it is to work with OurCreative. that from the initial product have come many others.
Daniel Reeves, Marketing Manager, IPN - Inspired Pet Nutrition
Creative, resilient and most importantly, fast! Working in a fast pace, everchanging industry, you need an agency by your side that can understand and cope with it all to help you reach that brilliant, winning idea! A fun and hard working team that you definitely want in your corner!