Brand Refresh & Campaign Launch: Make the Bright Choice™
A practical brand ready for a reset. We "rolled out" a modernized brand from shelf to screen, refreshing the identity with an integrated campaign that spanned everything from new storytelling on TV to a playful mascot makeover.
Sparkle was viewed as the cheaper choice rather than the smart one. Shoppers were turning to brands that felt more modern and expressive, and Sparkle needed a clearer voice to earn its place back in the cart.
Our audience takes pride in making smart everyday decisions. They want value that feels intentional, not second best. When a brand reflects that same confidence, shoppers feel like they are choosing well.
Give shoppers a reason to Make the Bright Choice™. We refreshed Sparkle with a modern identity and an integrated campaign that celebrated practical confidence and simple, clever decision-making. The work showed that picking Sparkle is more than saving money. It is choosing wisely and feeling good about it.
Legacy Packaging
New Packaging
