Scratchgard, the pioneer of the device surface protection industry, enjoyed a wide market share thanks to its strong trade network. But not for long. Competition, in the form of duplicates and copycats, were soon scratching at the door, and market share plateaued. To make a mark again, Scratchgard needed to excite the market, starting with their trade partners. But in this immensely low-involvement category, the regular wouldn’t work. Something bold, something disruptive was needed. Something to grab the attention of the customer.
Love will always find a way. The challenge with Scratchgard was realising there is no specific customer to talk to. Everybody has a phone/device today. The difference lies in the personality of the user. Despite this difference, there is a common thread that binds us all. Love. We are all in a deep relationship with our devices. Illustrations of real-life characters in love with their device were used to create the new visual language for Scratchgard. We played with the existing brand colours, subtly integrating the heart into each personality. Adaptable, playful and engaging, there’s something for everyone in the new look
DIfferent personalities who love scratchgard on their phones.
Stationery
Merchandise
Packaging
Regular Range of packaging
Premium Range of Packaging
CAMPAIGN : Made for Love
We’re all in love or want to be loved or have a lot of love to share. This is a universal truth, and has various expressions.
The people at Scratchgard are immensely passionate about what they do. Why not begin the Made for Love campaign with them, get them excited, and gradually move out to the market? From posters in the Scratchgard office, to communication aimed only at traders, to a full-fledged brand campaign for the end user, the Made for Love campaign touched the hearts of everybody involved.
Chocolates given to distributers before the brand's new look launch
Scratchgard Office posters
ad campaign
