Signal White Now Men is the first male-specific whitening toothpaste. The concept is now available in several countries: from France to Singapore.
The challenge
White Now is a powerful sub-brand in the Signal portfolio, with a clear brand promise and established reason-to-believe. However, a market opportunity was identified for the brand, with a focus on a male target.
The strategy
We created the White Now Men universe by getting inspiration from the worlds of cosmetics, oral care and technology. The brand key visual conveys the main benefit and packaging identity conveys technology. We created visuals to convey empathy with male target and we established the guidelines for communication worldwide.
The result
A new icon for a leading brand, first launched in France. It presented us with a particular challenge in China: adapting the brand visuals, re-interpreting them for a Mandarin Chinese context. Packaging which crosses all borders.
A performing brand between the worlds of oral care and men cosmetics.