THE CHALLENGE
The category still sold toothbrushes like a spec sheet.
Families had stopped buying that way.
Relaunch 12 hero listings on Amazon. The team built them the way the category always had: features and price first, with the licensed character tucked in a corner. On a marketplace where templates make every listing look alike, a features-first listing simply disappears among the others.
THE GROUNDWORK
An audit of the 12 listings against the category, and a look at how families had changed: more media, shared routines, and buying online.
CHILDREN’S ORAL-CARE BRAND
Twelve hero listings rebuilt around a story arc, not a spec sheet.
THE TURNING POINT
Two people make this decision.
The child picks; the parent approves.
The child chooses the character they love. The parent says yes on benefit. The listings spoke only to the parent, and only in specifications.
The child picks · The parent approves
THE APPROACH
THE IDEA
Build a story arc around the character that turns brushing into a shared moment.
WHAT WE BUILT
One listing, written for two readers.
THE RESULTS
AGAINST THE OBJECTIVE
Stand out in a cluttered category and turn licensed characters into discoverable demand.
The character stopped being decoration and became the reason families chose it.
Scope : 12 hero listings, strategy through photography. Measured before and after the relaunch on Amazon retail analytics.