Brand strategy case study breakdownfrom @shwinnabego

Transcript

Here's how Marvis turned a $2 product into a $12 object of desire. Now toothpaste is a category defined by clinical claims, not fashion and flare. And almost every brand here competes on two things, ingredients and dentist approval. The packaging is often sterile. The names sound like prescriptions, and most people hide it in their bathroom cabinets. Best then came Marvis, an Italian brand from the seventies known as a cult classic for smokers. They took a completely different approach. Instead of chasing credibility, sought to make Too Paced more of a fashion statement. They designed elevated and immaculate packaging with an engraved cap, a now iconic metal tube with ornate baroque graphics. Now it was a product that belonged less in drugstores and more in boutique hotels, high end fashion, and architectural digest. Instead of just the usual mint, they explored fragrances like a flavor worse, including dreamy osmanthus or sinuous lily, making it a collector's item, elevating the ritual, and creating an opportunity for collaborations with other brands. Through flavor innovation and packaging design, they broke through a sea of sameness, creating desire in what was otherwise a low interest category. A reminder that you don't always have to do something new, you just need to make the regular feel inspired.