Soothers

This lozenge occupied a tricky market space. For years, it had been advertised as a medicinal product that ‘soothed’ a sore mouth. We were asked to relaunch it as a competitor to gums and mints, targeting younger people and letting them know that you could always call on Soothers to freshen your breath. To do this, we rebranded it in a fresher, ‘tongue in cheek’ way, associating it with music festivals and pop up concerts by using posters with a bit of humour and edginess.