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Spark was brought on to give the brand a fresh social identity that could challenge outdated perceptions, introduce Citrus Magic to a new generation and compete for attention alongside much larger household names.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