Philips Sonicare
Project Type: Integrated Campaign
I co-developed an integrated campaign for Philips Sonicare for Kids centered around “Sparkly,” an original character designed by the brand to help children build better brushing habits. The campaign turned brushing into a character-driven routine kids want to participate in. This project focused on integrated campaign strategy, character development, and connecting product design, digital engagement, and physical brand experiences.
Brushing is a daily fight kids rush, resist, or quit early. Sonicare also can't rely on Disney-style licensed characters that competitors use, making it harder to capture kids' attention and loyalty.
Problem:
Kids are motivated by characters with rich stories and lore they can emotionally invest in. Parents want healthy habits to stick, but fear their children will reject them.
Insight:
Solution:
Transform Sparkly (Sonicare's original character) into a full-blown fandom complete with The Legend of the Shimmer Realm storyline, a gamified brushing app, collectibles, a physical Sparkly Bathroom Buddy iPad case, and a traveling Sparkly's Brush Quest arcade pop-up.
