This was made for an oral care brand that gives you confidence to be your truest self and allows you to be closer to your partner. The challenge was: how to differentiate among the three variants they have on the market, and among the flavour submissions that we were proposing.
For this project, I developed the concept around the dating app, Tinder, giving each flavour her own unique personality, and bringing her to life through her own profile: writing something she’d probably say and identifying interests that she’d be happy to share with someone she’d match with on the app.
One of the things that excited me — and later, the team and the client — was finding a way to use music to personify these flavours and variants. I love music and it did not feel like work at all when I listened to different genres, trying to find the perfect song with the perfect lyrics that would resonate well with each girl/flavor. On the Tinder profiles/cards were Spotify codes to each girl’s “anthem” that the client played while we tasted and discussed the flavours with them, helping to set the mood and delivering the objective of differentiation.
