Tranquilo is a soothing mat for babies that vibrates and makes a gentle humming noise; imitating the experience babies have in the womb and calming them almost instantly. In the Ad Club’s 2016 Brandathon competition, 36™ was paired with Tranquilo and tasked with coming up with a new brand for their magical product in only 72 hours. Since then, Tranquilo has had continued success, becoming a 2016 Mass Challenge Gold Winner and appearing on Shark Tank.
To communicate the transformative ability the Tranquilo mat has, 36™ developed their brand essence and tagline: enjoy every minute. This set the tone for the entire brand. To prepare Tranquilo for big box stores, 36™ started by creating a new logo, product packaging, textile patterns, in-store graphics, and a clean, responsive site designed to make ecommerce purchases extremely easy on mobile.
Moving into the remainder of the campaign, we used the same, playful, irreverent messaging in social media, traditional, and experiential advertising to bring Tranquilo to their audience: wherever they may be!