In a category riddled with clichés and innuendos, Licx needed to seize the opportunity to be different, stand proud and become a sexual wellbeing brand.
Femininely-bold confidence and a vibrant sensual visual language that can be flexed to work across a multi-product range, along with a number of other key touch points, became the order of the day.
The new positioning required a strategic name change from Licx to Licx London which gave the brand more authenticity, authority and confidence.
Creation of uniquely witty product descriptors further removed the brand from the competitive set and introduced consumers to Licx's fun, self-expressive and slightly irreverent tone of voice.
Licx will be available from pharmacists and other high street retailers near you, soon.