MARVIS: BREAKING THE CATEGORY CONVENTION

The Problem: Toothpaste is boring —Blues, Whites, and scientific jargon. Toothpaste is also a market ran by brand loyalty— most people pick a toothpaste and stick to it. This makes Marvis’ new “care” brand harder to take seriously

Insight: Toothpaste is almost always marketed with a picture perfect smile— But younger millennials and Gen Z care about more when it comes to oral care: clean ingredients, and a meaningful part of their wellness routine.

Approach: Nighttime oral care can be a small, rebellious form of self-care– not a performance.

**spec work for class