It all started as a mess. A big old mess. A mess of kids, toothpaste gunk, splatter and giggles. For an OCD driven inventor such as Wayne, this was all too much.
Not just the disastrous mess in what was once a perfectly ordinary bathroom, but the sheer waste too. This amounted to destruction not just of his bathroom, but of the planet!
Pondering the situation while cleaning his once shiny mirror of splatter and, well, mess… Wayne had an idea. Nobody should ever have children ever again. Ever. Too drastic? OK, acknowledged - that’s a bit extreme.
Instead, he invented something ever so slightly less extremea gorgeous, fun, environmentally friendly solution to all these challenges - Poppits.
It didn’t come easy. Wayne traveled far and wide to develop his prototype, starting in his kitchen of course. For someone who doesn’t like a mess, he sure made the ultimate sacrifices to bring Poppits into the world. Imagine parchment paper all over the counters, laden with blobs of toothpaste.
He tried baking them, microwaving the stuff, hair drying these buggers and resorting to everything any (mad) scientist would consider. Never giving up, Wayne ultimately went through a more traditional lab approach which amounted to being shut down at every turn, unsurprisingly. He nevertheless continued from one lab to the next learning along the way and finally found himself sleeping on the floors of a factory in Japan while the magic was being made right there, under his watchful eye. The soluble film that would ultimately house his little poppit was born!
Now the world can Brush Better!
The savvy adult is the entry point into the market. They get it. They naturally gravitate to environmentally conscious products and are early adopters in change. They’re already deeply engaged in the world around them, socially conscious, politically aware, environmentally charged. They are already considered ‘cool’ amongst their peers. Their choices reflect their own curiosity and passion for the new and better. Through them, others are ignited. They lead the way.
These change makers and visionaries don’t have a tough time adapting to something new. Rather, they embrace it. And when they do, others follow. These savvy adults might be in the thick of the hustle and bustle of city life, or in the fringes but socially active. They carry the newest technology in their leather bag, think before asking for a straw, buy “in-season” produce, remember to call their moms and are genuinely up to date on social and environmental issues. They also have some money rolling through their account and know nice things when they see them. They spend according to their values which can range anywhere from a trip to an ecological resort in Costa Rica, to a bamboo shower curtain in their downtown apartment. They like hip things, and also want them to matter. Substance is critical.
• Cutting edge
• Environmentally friendly
• Effective
• Substantive (socially conscious)
• Innovation
WHO WE EXIST FOR
The smart parent knows that all they want their kids to do is go to bed already!
OK not completely true - first what they want to do is excite their beloved child to embrace their oral care. It’s either brush your teeth well or hang out at the dentist office while cavities are attended to. Good oral care is less expensive, face it. No child, ever, in the measurable universe, has begged to brush their teeth. But give them a Poppit and all that changes. Children are like little scientists and are going to spend their time brushing mostly wondering why it tastes so good and how did it magically vanish.
Parents are ambassadors and teachers. And one of the most important parts of the day is bedtime! Like, go to bed already! Kids no longer need to fight this quite so hard. They can look forward to a Poppit and then drift off dreaming about the wonders of the universe. Clean teeth. No cavities. No bribes. No mess. Parents everywhere unite!
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SHARP TWEENS & TEENS WHO WE EXIST FOR
Shockingly, this group already knows everything.
But importantly, they also like to be the first to know new stuff (except as it pertains to anything they’re supposed to be learning at school). New music, new trends, new technology and new ways to do things better than their parents once did.
Poppits are an easy way for a tween to shine. They are often in that hygiene focused, zit focused, braces-wearing phase of personal awareness. A tween is hyper-vigilant about their self care and will embrace a more sophisticated way of managing oral care, especially if that means they hold rank in their tribe group. Doing it better is a way to demonstrate successful adaptation. More importantly, if it looks cool next to their face wash and beauty products then it is a must have.
If the tween happens to be of the ‘I just rolled out of bed and took an army shower’ variety… Poppits are going to be their salvation.
This group can be one of the biggest influencers for the brand, even though they have little monetary backing. They know how to work the system (aka parent) and value being cutting edge. They are also our up and coming voters and statistics show that the 11-21 year olds are aligned with social consciousness and environmental issues more than any generation before them. They could be Poppits biggest and loudest ambassadors if they get behind the concept.
• Hey - this is something your kids will want to use because it’s just that much fun!”
• Change making
• Belonging
• Fighting the norms
• Social consciousness
• Environment
Kids want to have fun! Their daily life is a science experiment that oscillates between bursts of laughter and pushing boundaries to see what will happen. (Ah, the good old days).
They also express their dissatisfaction by way of screams, messes and destruction-mode (look for that, it’s a setting in their user panel).
Kids just want you to cooperate with their agenda. Facilitate it, pay for it, clean it up and put bandaids on any of the bad bits.
Poppits are a whole new way for kids to be oh-so-intrigued (while getting the oral care they need and no clean up). Parents everywhere are saying ‘where have you been my whole life’. Granted, you might find a Poppit in your morning coffee. The experiments do have to go on. But your mirror will be clean.
Kids don’t make purchasing decisions but they certainly influence them. When it comes to ‘what will my kid use’ a parent will buy the effective toothpaste… the one that gets used. Kids are the forerunners of this movement. They will be the lifeline for Poppits long term too. There is a reason that soda/pop and tobacco companies focus their ad campaigns on the ‘kids’ as ghastly as that is - they are investing in their future buyers.
• Fun
• Curiosity
• Satisfying parents in the shortest amount of time
• Imagery, playfulness
• Flavor
We envision a future where everyone in the world uses Poppits.
Poppits are part of a revolution. An environmental, social and face it, bathroom evolution. There is no reason NOT to use a Poppit instead of a toothpaste tube. If you are a resident of this global community, Poppits will be part of your daily routine because nothing less will do. No matter your age, gender, country of origin, or political view - choosing a Poppit brings every smile closer to a conscious and clean new frontier. We’ll lead by example; demonstrating a modern progressive product that says no to plastic, paving the way for other brands to follow suit and proving market demand for it.
Someone, somewhere, said to just do it. So, Heck yeah we did.
We took your toothpaste and made it better
We looked at your sink, and made it cleaner
We looked at landfills and said let’s make them 1.5 billion toothpaste tubes (a year!) lighter We’re not excusing ourselves for improving, well, everything.
What’s your excuse? Brush Better.
New eras and trends as well as generation altering innovations belong to those who stand up and dare. We want to inspire people to brush better. Better for their personal lives and better for the planet. We’ve created a new delivery system for toothpaste that will inspire people to do just that.
Poppits empowers people to brush better. Poppits will wipe plastic toothpaste tubes from existence.
• Better oral hygiene starts with correct doses. Poppits delivers the right dentist-recommended amount of toothpaste every time.
• Better also means a more pleasant and quite frankly, fun experience in brushing! Pop. Brush. Ah.
• Better means no waste. No gunk on a toothpaste tube. No residue loitering in your sink. No toothpaste tube at all!
• Better means environmentally conscious. 1.5 billion less plastic tubes in US landfills.
We are the innovators of a cutting edge new toothpaste delivery product that will change the world - the Poppit This toothpaste filled water soluble poppit eliminates waste, using zero plastic and no tube, while delivering the correct dose of active ingredients for complete oral care. Each Poppit is a small bite-size soluble pod filled with gel toothpaste. You pop it in your mouth, bite it and brush. The outer film melts while you brush and voilathere’s no mess! Every person worldwide will replace their old toothpaste tube with this fun and environmentally conscious product reducing the burden on landfills and improving our most valuable feature - our smile.
Brush better.
The goal of the Value Proposition Canvas is to aid in the design and definition of great value propositions that match the need of our audience segments and their respective jobs-to-be-done and helps them solve their problems. This is what the start-up scene calls product-market fit or problem-solution fit. The Value Proposition Canvas helps us work towards this fit in a more systematic way.*
*Source: Strategyzer.com
• Maintain or improve oral health
• Fresher breath
• Whiter teeth
• Prevent cavities
• Form healthy habits
• Less messy means of brushing teeth
• Brush the right way
• Use correct amount of toothpaste
• More convenient solution
• Environmentally conscious products
• Toothpaste Pods
• A fantastic attitude
• Pod breaking open in their hands
• Doesn’t lather well
• Don’t like the flavor
• Doesn’t clean well
• Unsafe product
• Film doesn’t completely dissolve
• Costs too much
• No mess oral cleaning solution
• Whitened Teeth
• Fresh breath
• Alternative to plastic tube
• Less mess
• Poppits are kept in an attractive container
• Less waste
• Fun
• Easy to use
• New delivery concept
• My kids are eager to use it
• Breath is fresher
• Teeth are cleaner
• Teeth look whiter
• The taste is great
• Better oral health
• Their kids love to use it
• Feel good about using no plastic
• They love the positive environmental impact
• Encourage and improve oral health
• Easier to engage kids participation
• Brush their teeth
• Prevent cavities
• Form healthy habits
• Less messy means of brushing teeth
• Brush the right way
• Use correct amount of toothpaste
• Toothpaste Pods
• Willingness to try something new and fun
• Pod breaking open in their hands
• Doesn’t lather well
• Don’t like the flavor
• Doesn’t clean well
• Unsafe product
• Film doesn’t completely dissolve
• Costs too much
• Oral cleaning solution that kids find fun
• Good oral care habits formed
• Alternative to plastic tube
• Less mess
• Less waste
• Fun
• Easy to use
• New delivery concept
• My kids are eager to use it
• Poppits are kept in an attractive container
• Breath is fresher
• Teeth are cleaner
• Teeth look whiter
• The taste is great
• Better oral health
• Their kids love to use it
• Feel good about using no plastic
• They love the positive environmental impact
• Maintain or improve oral health
• Fresher breath
• Whiter teeth
• Brush their teeth easily
• Prevent cavities
• Belong to and lead their peer group
• Less messy means of brushing teeth
• Faster, easier solution
• Use zero plastic
• Toothpaste pods
• Pod breaking open in their hands
• Don’t like the flavor
• Doesn’t work well
• Film doesn’t completely dissolve
• Costs too much
• Fast and easy
• Cooler than other options
• Oral cleaning solution
• Whitened Teeth
• Fresh breath
• Alternative to plastic tube
• Less mess
• Less waste
• Fun
• Easy to use
• New delivery concept
• Poppits are kept in an attractive container
• Breath is fresher
• Teeth are cleaner
• Teeth look whiter
• The taste is great
• Compliments from friends
• They love to use it
• People notice them
• Feel good about using no plastic
• Love the trend of it
• Environmentally conscious
Kid
• Like the novelty of the pod
• Multiple flavor and color options
• Fresher breath
• Faster, easier solution
• Less messy means of brushing teeth
• Easy to brush their teeth
Parent
• Maintain oral health
• Improve oral health
• Fresher breath
• Brush their teeth
• Prevent cavities
• Form healthy habits
• Less messy means of brushing teeth
• Brush the right way
• Use correct amount of toothpaste
• Faster, easier solution
• Use zero plastic
• Toothpaste pods
Kid
• Pouch breaking open in their hand
• Don’t like the flavor
• Weird texture
• Film doesn’t completely dissolve Parent
• Unsafe product
• Costs too much
• Oral cleaning solution
• Like it better than tubes
• Alternative product option
• Freshens breath
• It’s fun
• Variety of colors and flavors
• Less mess
• Less waste
• Attractive looking container
• Fun
• Easy to use
• Like the trend
• Kids are enthusiastic about brushing their teeth
• Breath is fresher
• Teeth are cleaner
• The taste is great
• Cleaner bathroom
• They love to use it
• Feel good about using no plastic
• Love the trend of it
To give us a deeper understanding of how our brand is relevant to our audiences, we mine archetypes found in literature, psychology and story. By identifying the archetypes that reflect us, we can better understand the role our brand plays in the life and customer journey of our audience segments.
An archetype is a character-type that recurs in different times and places so frequently or prominently as to suggest that it embodies some essential element of ‘universal’ human experience.
(Adapted from The Concise Oxford Dictionary of Literary Terms)
“An archetype is a universally familiar character that transcends time, place, gender, and age. It represents an eternal truth.”
Jon Howard-Spink, Planning Director at Mustoe Merriman LevyThe Pioneer is a groundbreaker able to courageous;y leave behind the known for the promise of what might be. This archetype likes to be first - the first to market or the first to discover a new technology, concept or art form. Characterized by innovation, the Pioneer creates the path rather than look for it. The Pioneer possesses a potent zest for life, exuding energy, faith and creative potential.
Passion for taking initiative in blazing new trails
Toothpaste tubes are the way of the past. Our Poppits are the way of the future.
Courageously leaves behind the known for the promise of what might be.
People have been using and throwing away tubes for over a century. We believe it’s time to throw the tube away once and for all.
Likes to be first - the first to market or the first to discover a new technology, concept or art form.
We’re the first to completely ditch the tube - and equally committed to oral care and environmental care.
Characterized by innovation, this archetype creates the path rather than looks for it.
No one has ever imagined toothpaste without the container. That is, until we came along.
Possesses a potent zest for life, exuding energy, faith and creative potential.
We love and live for the moment, and the Poppit is made for every such moment.
Examples: Mission Markets, NASA, Cousteau Society, Sigmund Freud, and Tesla
The Innovator thrives on change and would rather ask ‘Why Not’ than ‘Why’. Taking wild and frequent risks, the Innovator makes unexpected connections that shift the status quo. This archetype has a high tolerance for ambiguity and follows a path with no guarantees. The Innovator is willing to experiment and is known as an opportunity hunter. With head in the clouds and feet on the ground, the Innovator is characterized by rigorous research, willpower and imagination. The innovator is a trend spotter, able to smell high potential concepts a mile away.
Thrives on change and prefers to ask “why not?” as opposed to “why?”
Can we use toothpaste to start the anti-plastic revolution? We think so.
Makes unexpected connections that shift the status quo. Follows a path with no guarantees.
We’ve reimagined how people brush their teeth. What in your life could use some reimagination?
There’s no guarantee that everyone will ditch the tube, but we will never stop encouraging them to do so.
With head in the clouds and feet on the ground, this archetype is characterized by rigorous research, willpower and imagination.
For years we’ve put in the work to make tubeless toothbrushing a reality, so others might enjoy the benefits.
A trend spotter, this archetype is able to smell high-potential concepts a mile away.
What better way to help save our planet, than by literally brightening the smiles of everyone who calls it home?
Examples: Thomas Edison, Amelia Earhart, IBM, Apple, and Google
This archetype is defined by its intentional efforts to affect social, environmental , economic or political change. A champion of various causes, the Activist seeks to persuade people to wake up and change their behavior. The Activist is motivated by wanting to do some good in the world and to radically transform the conventional order. Working within various areas of value to society, the Activist possesses a strong belief in the power of the collective.
Intentional in affecting social, environmental, economic, or political change.
By the power of a tiny toothpaste Poppit, we can minimize the great volume of waste that’s created all across the globe.
Seeks to persuade people to wake up and change their behavior.
Wake up to a healthier, more beautiful smile and a healthier, more beautiful planet.
Motivated by wanting to do good in the world and to radically transform conventional order.
We seek to eliminate the dependency on the toothpaste tube and to see it never again thrown into another landfill.
Passionate champion of a cause.
We will invite everyone to make the change to the Poppit until every last toothpaste tube is removed from every last store shelf.
Possesses a strong belief in the power of the collective.
A healthier smile is up to you. A healthier planet is up to all of us. Will you join the Poppits revolution?
Examples: Malcolm X, Susan B Anthony, Greenpeace, Guardian Group, and Black Lives Matter
The Hedonist seeks to find the good things in life. Motivated by a massive appetite for all that is pleasurable, the Hedonist indulges in the sensual and the sexual. Meaning is found in the expression of the physical joy of being human. With an attractive personality, the Hedonist is generally uncomplicated, independent, witty and generous, and celebrates living in the moment.
Meaning is found in the expression of the physical joy of being human.
We celebrate and cheer you on for who you are, believing that joy is found in being no one except your true self.
Finds gratification in the satisfaction of the senses.
We believe that brushing should be a delightful, sensory experience.
Unafraid of satisfying human needs through new sensory experiences. Generally uncomplicated, independent, witty, and generous. More than anything, this archetypes celebrates living in the moment.
We embrace color, flavor, and texture as we redefine the art of brushing teeth. This isn’t your grandfather’s stale, old toothpaste. Take a Poppit anywhere and “pop it” in your mouth anytime.
Examples: W Hotel, City of Las Vegas, Burning Man, Dionysus, and Lora DiCarlo
WE ARE
Our energy soars and shines! We’re movers and shakers! We’re not extremists but we sure are big!
We want to invite everyone to this party. We’re inclusive and bright, so our net is big enough for all, not just the few.
WE ARE
We are full of life, play and innovation. We take something ordinary and make it fun. We are not the same old same old, just packaged differently.
WE ARE NOT
Change is more than switching from one brand to another, it is about stepping out of the ordinary box into something fun and new!
We welcome everyone to join the toothpaste revolution. Nobody is excluded. If you have a mouth, you’re our customer!
Our products are not for a select few, a certain mindset or class. We want the whole world to switch to Poppits!
WE ARE
WE ARE NOT
While we are pioneers in cutting edge innovation, we have made it so simple to use that absolutely everyone can enjoy a Poppit!
You don’t have to ‘grasp a new concept’ to enjoy a Poppit. It’s brilliant yet simple.
We envision a future where everyone in the world uses Poppits.
Poppits are part of a revolution. An environmental, social and face it, bathroom evolution. There is no reason NOT to use a Poppit instead of a toothpaste tube. If you are a resident of this global community, Poppits will be part of your daily routine because nothing less will do.
No matter your age, gender, country of origin, or political view - choosing a Poppit brings every smile closer to a conscious and clean new frontier.
Pioneer
We courageously leave behind the known for the promise of what might be
Innovator
We take risks and prefer to ask ‘why not?’ than ‘why?’
Activist
We ask people to change their behavior for the good of the world
Hedonist
We seek to bring out the good things in life
PERSONALITY
We are Vibrant, never Radical
We are Fun, never Ordinary
We are Approachable, never Niche
We are Modern, never Complex
AUDIENCE SEGMENTS
Hell yeah we did. (Improve everything).
We took your toothpaste and made it better
We looked at your sink, and made it cleaner
We looked at landfills and said let’s make them lighter
We’re not excusing ourselves for improving, well, everything. What’s your excuse? Brush Better.
New eras and trends as well as generation altering innovations belong to those who stand up and dare.
We want to inspire people to brush better. Better for their personal lives and better for the planet.
We’ve created a new delivery system for toothpaste that will inspire people to do just that.
Savvy Adults
• Enjoy better brushing
• Less mess, less waste
• Environmentally conscious
• Cutting Edge
Smart Parents
• Fun for kids
• Successful brushing
• Less mess and waste
• Successful parenting
We are the innovators of a cutting edge new toothpaste delivery product that will change the world - the Poppit. This toothpaste filled water soluble poppit eliminates waste, using zero plastic and no tube, while delivering the right dose of active ingredients for complete oral care. Every person worldwide will replace their old toothpaste tube with this fun and environmentally conscious product reducing the burden on landfills and improving our most valuable feature - our smile.
Sharp Tweens
• Cool brushing experience
• Cutting Edge
• Environmentally conscious
• Less mess, less waste
Silly Kids
• Fun and playful
• Successful brushing
• Harmony with parent
• Less mess and waste
AQUA CITRON
RGB: 115 212 223
HEX (#): 73D4DF
CMYK: 49% 0% 14% 0%
PMS: 319 U
Use for web/print elements..
RGB: 161 209 84
HEX (#): A1D154
CMYK: 41% 0% 86% 0%
PMS: 367 C
Use for web buttons and bolded headers.
AZUL
RGB: 45 173 227
HEX (#): 2DAEE9
CMYK: 67% 14% 0% 0%
PMS: 298 C
A primary brand color.
DEEP OCEAN
MIDNIGHT
RGB: 9 105 187
HEX (#):0969BB
CMYK: 88% 59% 0% 0%
PMS: 279 U
A primary brand color. .
RGB: 96 96 96
HEX (#): 606060
CMYK: 61% 53% 52% 24%
PMS: 418 C
Use for text.
RGB: 58 67 75
HEX (#): 3A434B
CMYK: 75% 63% 53% 41%
PMS: 446 C
Use for thin headers and header bars.
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media). Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications
Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo fonts as headers or text in layouts..
The quickest way to undermine your brand is altering your logo—either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key will retain the proportions as you scale with a pointer tool.
Example of large intro copy.
Example of body copy. At vero eos et accusamus et iusto odio dignissimos ducimus qui blanditiis praesentium voluptatum deleniti atque corrupti quos dolores et quas molestias excepturi sint occaecati cupiditate non provident.
Example of regular information.
In a pinch, you can substitute Calibri for Zona Pro. Calibri will not have the same fine quality to the letters but is highly legible. If budget is an issue, consider purchasing one or two font styles of Zona Pro (Thin for large headers and Light for body copy) and use Calibri for everything else. You may also strategically purchase one or two licenses for workstations that produce the bulk of clientfacing materials.
Photos should reflect your color palettes incorporating a pop of sassy bold visuals alongside a mix of turquoise, blue, green, charcoal and purple. Photos should convey being fun and playful even when using muted versions of an image.
Icons should be flat and filled with a solid color, just like the art in your logo. Do not use cartoons or clip art, as they will erode your brand’s sophisticated and modern look.
Language should always have an air of sass.
“Hey hot stuff, you got this!”
“We dare you!”
“Nailed it! Doesn’t that feel great?”
“Join the revolution!”
“You are the change you want to see in the world, no excuses!”
“Heck yeah we’re doing it!”
Always upbeat and positive, clean and precise, fun and quirky.
Welcoming all, cutting edge, pushing the boundaries.
Relevant. Banter you might only use in your intimate circles, without any cuss words.
