The Challenge
First created in the 1950s, the Zest brand is a household name made famous through the advertising slogan ‘Zestfully Clean’. Unfortunately, a declining bar soap category and a lack of relevance amongst younger consumers, meant that the once iconic brand was waning.

The Approach
The brand’s innovation team set about creating a new line while we developed packaging and brand language aimed at younger consumers. The idea was to reinvent the bath and shower experience with a range of sensorial products characterized by fresh design and an irreverent, witty tone of voice.

The Outcome
The new line, consisting of seven shower gels and two bar soaps is now available as an exclusive at CVS.