Zevo

(P&G)

Problem.

Procter and Gamble was launching a new brand that enabled consumers to eliminate disease carrying insects without spraying insecticides into the air or on their bodies. The smart trap product provided continuous protection and the name had to be in accordance with the brand equity of healthy, safe, and hygienic protection from insects.

Solution.

In order to stand out within the category, Lexicon created the coined solution Zevo. The name Zevo allowed for Procter and Gamble to differentiate their product as a chemical-free form of protection and supported the idea of active and safe care.