The Brief
After establishing themselves as the category leader, validated product market fit and their longer term strategy Pixii was ready to step up their marketing. A cohesive and modern brand identity, eCom experience, packaging and brand launch campaign.
The Solution
Focusing all touch points on how Pixii make it easy for organisations to provide sustainable pads & tampons everywhere you find toilet paper, followed by the environmental and social benefits that provides.
The Impact
An elevated brand & design system, migration from 2x Wordpress websites into one B2B focused Shopify store streamlining buying process and inventory management & reporting, followed by big launch in AFR & bus advertising.
Advertising Cheeky, thought-provoking suite of advertising putting pads and tampons front and centre
Brand strategy: Plastic-free pads & tampons made easy for organisations.
We identified Champions and Building Managers as their two core audiences with distinct needs. Champions seeks impact, quality and resources to get business buy-in from leadership. Building Managers, responsible for ongoing maintenance, require simplify, efficiency and  reliability.
Their Customer Value Proposition “Plastic-free pads & tampons made easy for organisations” delivers on the core need of both audiences and is their sustainable competitive advantage.
Messaging laddered down from their Purpose: “Period Products Everywhere” to key benefits: “Plastic-free, carbon neutral.” and their “Product, service & credibility.” underpinned by their foundations as a Social Enterprise.
With the Personality “An optimist committed to changing the world” they talk straight, committed to delivering for clients, and are light-hearted, slightly cheeky.
Highlights
Advertising Digital, AFR, and bus advertising to provoke discussion.
Sustainable Packaging Branded product wrappers, dispensers and packaging
Business media launch Pixii were covered by Australian Financial Review for their business performance and bold solution.
‍
A visual brand identity that connects to strategy and purpose.
“Most institutions provide toilet paper and hand soap, basic hygiene in bathrooms, so why not period products? They aren’t luxury items,” says Dean Tavener, who has worked in many small businesses in a variety of roles.“
It would be unheard of if employees had to bring their own toilet paper.”A spokesperson from Deloitte, which offers Pixii period products in all their bathrooms across Australia, says that women’s reproductive health is not just a women’s issue.
“It’s a human, workplace and societal issue. It’s integral to addressing the gender gap, and every action we take matters.”
Source: Australian Financial Review
