Optimism is in the name but, why is not in the product?

Part of Palmolive (P&G) is the famous shampoo Palmolive Optims, and as the name says the brand wants to sell optimism, but that was not reflected in the image of the product, there was an awesome opportunity where I started a huge brainstorming and research to find a way to rebrand this product.

This is how the product used to look.

Not much different compared to their competence, offering something similar or even less interesting than other shampoos. The bottle seems to look "normal" the dark green color matches better with a natural approach instead an optimistic-funny one.

Our audience

Latin women between teen and middle age, working class, expecting good prices, and good quality products because is a Palmolive one.

Based on our audience and after the research we find some good aspects to get something final.

Eureka!

After a few brainstorming, we just find the perfect narrative to bring optimism and something new to offer to our customers.

Following the trend to personalize the product as Coca-Cola did with the names on the bottle, we thought of the possibility to give a gift to each person who uses our product, so... What if we add some different optimistic phrases in each bottle, so when the shampoo bottle is getting empty, you will see that phrase in the reverse...? About that idea, we proposed to change the material to the bottle for a transparent one, transparent as the people who live optimistically day by day. With this self-love approach and happyish feeling, I started to develop the rebrand for Palmolive Optims.

"El optimismo empieza en mi cabeza"

The creative team worked hard to have the name of the campaign that extracts optimism and becomes our ally in hair care. With the strategy and narrative of the campaign ready, I started to bring them to life in visuals.

"I wanted to show something real, we are not selling a shampoo product, we are selling a feeling: Optimism. And you can buy the best products for your hair care but the freedom that the optimism brings you it's free... let's give our customers that happiness they need."

Campaign alive

The campaign started in December 2020 and is still alive, the rebranding of the product was a success case in P&G and Palmolive has more campaigns based on this new brand approach.