The Magic Rescue | 2026
For the uses you expect, there’s a label.
For the ones you don’t, there’s a rescue.
For the ones you don’t, there’s a rescue.
In a culture where buying the “right” product often feels like social proof, Dr. Bronner’s shows that one bottle can already do the job. Through standard labels for everyday approval and fan-inspired Badges of Magic Use for life’s unexpected rescues, the campaign proves Magic Soap can belong anywhere, even in moments no product category could predict.
Credits:
All strategy and deliverables done by Yours Truly.
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Sticker Labels Design (for expected uses)
Standard labels help Magic Soap feel “right” in the rooms where people already use it.
Badge of Magic Use Sticker Labels Design
Fan-inspired labels awarded to the creative ways Magic Soap came in handy.
Scroll down for context.
– How it works –
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Social Activation
Phase 1: We asked Instagram users to confess their unhinged stories involving our Magic Soap.
Phase 2: The best stories became content for the Badges of Magic Use.
Phase 3: Badges of Magic Use awarded to the most magically unhinged stories.
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A Closer Look
Users' story responses + the accompanying custom badges
