The archive · Advertising · Marketing decision · 2024
Marvis' 'Marvel Your Routine' paints a world inside every toothpaste flavor
Marvis' illustrated campaign gives each toothpaste flavor its own marvellous world, so choosing a tube feels like an escape from a boring routine.
Marvis · Pocko
What it had to solve
Marvis, an Italian toothpaste brand, sells a wide range of unconventional flavors, yet brushing itself still feels like a tedious, repetitive act. The brand wanted to take a stand against routine and let people experience what is inside each flavor tube.
How it works
Marvis is an Italian toothpaste brand known for unconventional flavors, but the act of brushing still felt like the same dull left-right-left-right motion for everyone. The brand's response was a positioning against routine: brushing, like Marvis's flavor range, could be marvellous rather than tedious.
To make that visible, Marvis worked with Pocko on an illustrated campaign that shows the worlds within the range of unconventional flavors. Each unique tube becomes a universe the viewer can experience through the images, so toothpaste is presented as an invitation to an adventure rather than a clinical necessity.
The campaign's creative core is that Marvis does not argue with words about why routine is boring; it shows the alternative. By putting a distinct illustrated world behind each flavor, the brand turned the repetitive act of brushing into a choice between different marvellous places.
The work appears in D&AD's awards archive as an example of the campaign. The archive page describes the idea and credits Pocko as design agency and production company, but records no quantitative business results.
Why it lands
- The illustration does the selling: a world behind each flavor makes the product's variety tangible without a single claim or demonstration.
- It reframes the moment of choice, not the moment of brushing, turning the toothpaste aisle into an imaginative decision.
- The 'worlds within the tubes' motif is scalable across packaging, press and animation, giving the anti-routine idea one consistent visual language.
- It takes the brand's real product strategy — unusual flavors — and makes it the entire story.
What it did
The illustrated worlds gave Marvis's anti-routine stance a visible, ownable form: a flavor is not a functional attribute but a doorway to a marvellous place, so the toothpaste shelf becomes a collection of journeys. The work is preserved in D&AD's awards archive as an example of the campaign, and the source page records no sales figures.
What you can take
When the product category feels like a chore, sell the escape: give each variant of an everyday product its own miniature world, and the purchase itself becomes an imaginative choice.
Since then
The D&AD archive page records the campaign and its credits but no sales or reach figures, so the case stands on the idea itself: an everyday hygiene product repositioned as a portal to small marvellous worlds. The illustrated worlds became the clearest expression of Marvis's flavor-led, anti-routine identity in the award archive.
Sources
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