Over time, every brand tends to lose some visibility and needs a little help. When that happens, rebranding or refreshing the brand aesthetic is often the best solution to reconnect with loyal customers and reach out to new prospective audiences.
New Mexico Lottery scratch-off games (branded as Scratchers) are an inexpensive form of fun and a chance to win prizes of all sizes. Scratchers compete in a very crowded marketplace with a wide variety of products, all vying for consumers’ attention and discretionary dollar. From snacks to soft drinks to a package of gum, the choices are endless, but none offer what Scratchers offer–fun, excitement and a chance to win big prizes. The goal was to reverse the trend of steadily declining sales by reminding consumers of the benefits and value of the product and encourage trial.