Summary
Name clarity
Consumer feedback made it clear the old name no longer fit the product
Confident rebrand
With a clear favourite, the team moved forward with confidence.
Fast turnaround
Actionable results in under 48 hours helped accelerate a key brand decision.
When a cult classic toothpaste needed a name refresh, Red Seal turned to consumers to help get it right. See how Stickybeak helped them land on a bold new name that still packs the same minty punch.
The client
Red Seal has been part of New Zealand’s wellness journey for over a century. With roots in naturopathy, the brand has always believed that when you put incredible in, you get incredible out. From their herbal beginnings in a small Auckland shop to becoming a staple in Kiwi households, Red Seal continues to support everyday health and wellness with products inspired by nature, backed by knowledge.
One of their best-loved products? Their iconic toothpaste range – including a bold mint variant that’s long been known as “Smokers.”
The challenge
While “Smokers” Toothpaste has been a long-time favourite for its intense minty freshness, consumers made it clear: the name no longer fit. It didn’t reflect the broad appeal of the product – after all, you don’t need to smoke to love a toothpaste that packs a punch.
Like many FMCG brands with legacy products, Red Seal faced a familiar challenge: how do you modernise a product without alienating your loyal customers? And how do you choose a name that feels fresh and relevant, without losing the equity you’ve built?
It was a decision that needed consumer input – and fast.
The approach
Red Seal’s marketing team turned to Stickybeak to test a shortlist of new names for their potent mint toothpaste, alongside the current “Smokers” name.
Using our name testing template, they put three potential new names to 100 Kiwi consumers – asking which they preferred, and most importantly, why. They also tested the new packaging alongside the name options to ensure the refresh would land as intended.
The goal? Land on a name that captured the product’s bold benefit, made sense to a wider audience, and felt right coming from Red Seal.
The result
The verdict was crystal clear: “Smokers” had to be stubbed out. But consumers also helped identify what needed to stay – that punchy, no-nonsense minty kick.
With that in mind, Red Seal launched Strong Mint: a bold, honest name that consumers loved, with the same iconic formula they’ve trusted for years.
By testing with real consumers, Red Seal was able to move forward with confidence – evolving their brand in a way that felt authentic, modern, and market-ready.
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