The iconic mouthwash brand, SCOPE, is introducing new branding and packaging that not only delivers the long lasting fresh breath consumers have come to know and love, but now encourages them to unleash their courage, one ounce at a time. The brand’s bold, new packaging and persona are intended to serve as the consumer’s partner in courage, helping them take on new challenges while still feeling confident.
All three SCOPE varieties - Outlast, Dual Blast, and Classic - will tout the new brand persona and packaging, while still delivering the trusted fresh breath protection consumers have come to know and love. (Photo: Business Wire)
The brand’s new persona is described as “Courage Encouraged” – a tingly, fear-destroyer that freshens breath and provides consumers with “kiss-ready confidence”. The SCOPE brand wants to propel consumers into taking more chances and put themselves “out there” like they never thought they could – all with the help of SCOPE.
“Inspired by our ‘live out loud’ consumers, we are introducing a new, bold brand identity to illustrate how SCOPE is not only the choice that consumers can rely on for fresh breath, but also to help them live courageously,” said Rishi Dhingra, Marketing Director, Procter & Gamble. “We want people to embrace every opportunity while feeling confident SCOPE will be there each step of the way to provide them with the fresh breath and confidence they’ve relied on for over 40 years.”
In an effort to spread the “Courage Encouraged” message, SCOPE has taken to its Facebook Page and YouTube Channel, inviting followers to show-off and share how they choose to unleash their inner courage. To provide courage inspiration, SCOPE shared videos featuring comedian David Adhoot on his mission to live spontaneously. The videos, which portray humorous exploits involved with befriending a stranger at the gym as well as befriending a stranger in the elevator, are featured on the brand’s social media channels:
New, Bold Look—Same Long Lasting Fresh Breath
All three SCOPE varieties – Outlast, Dual Blast, and Classic – will tout the new brand persona and packaging, while still delivering the trusted fresh breath protection consumers have come to know and love.