I was asked to pitch a complete overhaul of Power Practical’s Sparkr Wick electric lighter on spec, as part of the application process to work at Thrasio. This was an especially challenging project because I was given no access to the brand or product team, and no existing reference materials. I had to start from scratch, using only the brand’s presence on Amazon and its DTC site.
I viewed the primary challenge for the product as this: It is among the most expensive items in a category crowded with largely disposable commodities. Given that, the goal of all creative should be to set the Sparkr Wick apart. In a sea of cheap lighters that break or run out of fuel, only to be discarded and replaced, the Sparkr Wick needed to position itself as reliable, durable, and premium enough to justify the price. Regardless of product category, the only way to effectively differentiate a product in a crowded market is through creative.