I was asked to pitch a complete overhaul of Power Practical’s Sparkr Wick electric lighter on spec, as part of the application process for 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 for reference.
The brand’s biggest challenge was that it was among the most expensive items in a category crowded with disposables from major brand competitors like Bic; and similar reusable commodity lighters from other third party sellers. With that in mind, I felt that the goal of new creative must be to set the Sparkr Wick apart as a product that was worth the price. 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.
Any product trying to compete in a crowded marketplace has two ways to win: Be the cheapest, or be the best. Sparkr Wick was the best. The creative needed to show that.