1. Anthem is a global strategic agency that helps brands connect with consumers emotionally and inspire action through insights, brand creation, and campaigns. 2. Soapbox Soaps aims to provide everyday personal care products while also giving back through its "Hope Code" which provides transparency about where donations go. 3. Starting in 2010 with its first batch, Soapbox has grown from its first retail store in 2012 to experiencing a 2000% lift in its mission and a 40-90% increase in sales of particular products after working with Anthem on a new design that better connects its brand mission and product.

1. 1
WEAREANTHEM!
Anthem is a global strategic agency that helps brands
find their anthem, live their anthem, creating emotional
connections that inspire action - from insights to brand
creation to brand campaign.
EVERY BRAND DESERVES AN ANTHEM.

2. Why Doing Good demands Good Design +
Soap=Hope

3. Hello!
CEO & Founder,
Soapbox
David Simnick JP Doyle
Senior Creative Director,
Anthem New York

4. About Soapbox Soaps

5. Everyday Personal Care with Hope
SoapBox aims to provide people with an everyday,
quality product that allows them to give back
without sacrificing benefit & experience.
Giving without Sacrifice
Social mission companies have been criticized for
performing aid in unsustainable ways. SoapBox was
founded out of the desire to give BETTER and do good
that lasts. Our Hope Code provides transparency to
customers about who we give to and how.
Helping that Doesn’t Hurt

6. a One for One Company
3,000 children’s lives could be saved around the world
every day from sicknesses such as diarrhea and
respiratory infections with something as simple as a bar
of soap and clean water. Proper handwashing and
sanitation have proven to prevent these diseases and,
consequently, improve the quality of life for individuals,
families and communities.
Around the World
While access to clean water and soap has become
standard throughout the United States, millions of
Americans live below the poverty line.
We provide bars of soap to shelters and food
pantries nationwide so that struggling families
have one less thing to worry about.
Here at Home

7. Humble Beginnings
First Batch
2010

8. March 2012: Our first retail store

9. Growing Fast

10. To sell or not to sell?

11. Visual History

12. Now to find the RIGHT creative partner!

13. What sets Anthem apart?
Insights-led process, connecting with consumers along the way
Masters of defining, building, and shaping brand equity
Focused on actionable strategies + seamless integration, through to creative execution
Helping brands find their unique “anthem”, expressing it, and living it

14. Our Process
Mining for Insights
(with a wide-open mind!)
Creative Exploratory
(cracking the codes)
Execution
(bringing it home!)

22. Design solution

25. Before and after

26. Positive feedback!
• 78% of consumers not familiar with
Soapbox Soaps are more likely to
purchase with the new design.
• 62% of consumers familiar with
SoapBox Soaps would be more likely
to purchase with the new design,
25% would be just as likely.
• 76% of ALL consumers expect
products with the new design to be
more expensive

27. My wife saw the new
packaging and said, let's
bring these indoors too!
We've gotten rave reviews
from our guests on the
quality of the soaps!
“
“ LOVE all the goodies: the
packaging and the smell
are terrific.
“
“
The products smell and
feel so lux and the
mission behind the
company makes it all the
more perfect.
“
“

28. Results
mission lift
2000%
1 particular SKU jumped
40%-90%
average baseline sell-in across the brand

29. Takeaways
VIRTUOUS BRANDS
ARE ATTRACTIVE
TO CONSUMERS,
ESPECIALLY
MILLENNIALS
AT THE FIRST
MOMENT OF TRUTH
THE PRODUCT
MUST SELL ITSELF
ON ITS
OWN MERITS
GOOD DESIGN
CONNECTS
BRAND MISSION AND
PRODUCT
TO DRIVE BUSINESS
AND IN TURN
LIFTS THE MISSION

30. By the way,
We didn’t sell!

31. THANK YOU!