The Magic Rescue | 2026
THE CHALLENGE: Gen Z sees all-in-one hygiene products as a compromise. Even when a multipurpose product works, using one bottle for everything can feel lazy, low-effort, or like it does not belong in a routine that is otherwise curated.
MY SOLUTION: By launching custom labels for the multipurpose Magic Soap, Dr. Bronner's repositioned one bottle as many purposeful choices. Extending to socials, Dr. Bronner's takes users' funny real-life stories to make combo hygiene feel more relatable and less taboo.
Credits:
All strategy and deliverables done by Yours Truly.
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Sticker Labels Design (for expected uses)
First, we launch sticker labels for the Magic Soap’s different uses. Although it’s the same soap–just used for different purposes–the labels make Magic Soap fit into each context.
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Social Activation
Next, we ask Instagram users to confess their funny stories involving the unexpected and creative ways they’ve used Magic Soap.
Inspired by users’ stories, we launch ultra-special sticker labels, the Badge of Magic Use, to celebrate and encourage creative usage of Magic Soap to destigmatize multipurpose soap.
We pick the most unhinged, creative, and unexpected Magic Soap uses and award the users with their Badge of Magic Use, each customized to match its story.
A closer look at the winning stories and their corresponding Badges of Magic Use.
