Miradent, the German brand, contacted DS1 branding and set a task to launch a new product, XyliPop, to the mass market. XyliPop is the world’s first sweet lollipop on a stick that is not only safe but also effective for oral health and recommended by dentists. It contains xylitol, natural sugar substitute, that helps prevent tooth decay by replenishing the missing volume of dental minerals.

Activities Conducted: Analytics, research, audit, Development of brand positioning and adaptation to the Russian market, Development of visual identity and packaging, Copywriting, development of product claims, USP (unique selling proposition), Quantitative testing of concepts, Show-box design, Character design, Adaptation to different tastes, E-commerce and Prepress

The DS1 branding team conducted a thorough analysis of the market and competitive environment to identify the target audience to continue developing XyliPop brand. After conducting analytics, auditing packages and researching target groups, we developed a number of theses for XyliPop positioning. Each of these highlighted the product’s unique features and value for the target audience.

The DS1 team designed a recognizable and speaking brand image that meets the consumer demand. The package became bright, fresh, and dynamic to attract the attention of both children and their parents. The basic package color is turquoise that conveys a feeling of freshness and is associated with the medical field, which is important for this product. The key element has shifted in adaptation from the character to teeth, so this causes the consumer to have a direct association with benefits for good dental health.