Brief: Produce a guide that is a practical and inspirational tool designed to help bring Colgate Australia’s Fluffy brand and sub-brands to life in their tone of voice and style of language used.

Back of pack copy required for 14 Variants. 14 unique pieces of stories that represent the products.

Ultimately, we brought the brand, and the product personas to life in a relatable, authentic and easy to understand way.

The range was made to be a family both in keeping with the overall Fluffy tone of voice while also highlighting the individual personality of each Fluffy variant.

We made the brand personality come through an on-pack tone of voice with distinctive pillars across each sub-brand. Each piece of content became unique to each variant helping bring to life the new positioning through effective storytelling.