Spencil was a kids brand known for selling quality Back to school products at reasonable prices. Their business problem was that they were only really top of mind during Back to School sale time – a bit over 1 month of the year.
The founder’s pieve was that their overpriced competitors facilitated pester power to get kids badgering their parents for gear they could use for exclusive status over other kids at school. As a mum, she hated that. She figured most mums (and dads) would hate it too. Hence our approach to gain brand preference and product relevance 365 days a year (not just during Back to School sale time), was to create a brand that was about supporting parents to support their kids to thrive all year round.
And from that the Spencil ’A Better, Kinder Awesome’ rebrand was created – designed to appeal to parents first. Not just kids.
