Kodomo faced two main challenges: the brand was perceived as outdated, and communication and audience engagement had been limited over the past two years. To address these issues, the brand imagery was refreshed, and consumer engagement was strengthened to reinforce Kodomo’s core belief.
As a trusted specialist in children’s oral care, Kodomo believes brushing should be both fun and effective. Through this brand direction, the characters were brought to life, highlighting how the new USPs make brushing fun, enjoyable, and meaningful for children everywhere.
The all-new Kodomo toothpaste packaging transforms brushing into a colorful, interactive experience. Playful Kodomo characters guide children through vibrant scenes, turning each tube into a miniature world of fun and imagination.An accompanying animated video extends the visual story, bringing movement and personality to the characters, and making daily brushing an engaging and delightful adventure that encourages kids to look forward to it every day.
We added expressive actions and movements to each friend to show their unique personalities in life. This helps audiences connect with the characters, making them stand out and stay memorable long after the interaction.
