Citrus Magic

Giving a 35-Year-Old Brand a Fresh Social Identity

The Project

After 35 years in market, Citrus Magic had refreshed its packaging and visual identity to feel younger and more contemporary, but its organic social presence still needed the same transformation. Previous approaches across large creative agencies, contractors, in-house teams and smaller agencies had failed to find the right formula, often requiring significant oversight from the internal brand team.

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Spark was brought on to give the brand a fresh social identity that could challenge outdated perceptions, introduce Citrus Magic to a new generation and compete for attention alongside much larger household names.

Challenge

Modernize the organic presence of a 35-year-old brand following a major packaging refresh
Shift outdated perceptions of Citrus Magic as an air care brand for an older consumer
Create a stronger, more distinctive creative identity after previous content and ideas had struggled to resonate
Reduce the level of day-to-day oversight required from the internal brand team

Goals

Introduce Citrus Magic to a younger generation of consumers
Grow organic audience, awareness, and engagement
Build a recognizable social voice rooted in personality and culture
Create social-first content that could compete for attention against larger household brands

Our approach

We shifted Citrus Magic from product-first content to an entertainment-led strategy rooted in humor, nostalgia, trends, and relatable home moments. With Spark owning strategy through execution, the brand gained a more distinctive social identity and a faster, more proactive content engine.

588,746

TikTok Video Views (+102K%)

+25,394%

Instagram Follower Growth Rate

2,846

Instagram Shares (+542%)

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The Partnership

We shifted Citrus Magic away from predominantly product-focused content and built an entertainment-led strategy around humor, nostalgia, internet culture, seasonal moments, and scent-led storytelling. This gave the brand more opportunities to earn attention while weaving products naturally into the conversation.

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Spark also took ownership of the process from strategy and ideation through content creation, publishing, and community management, giving Citrus Magic the proactive creative partner it had been missing. The strategy has expanded into larger activations like The Great American Summer Scent, turning product development into a participatory social experience.

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