Task and Idea

German brand Miradent approached DS1 branding with the task of launching the innovative novelty XyliPop into the mass market.


XyliPop is the world’s first sweet lollipop on a stick that is not only safe but also beneficial for oral health and recommended by dentists. It contains xylitol, a natural sugar substitute that helps prevent cavities by replenishing the lacking amount of tooth minerals.


The DS1 branding team conducted a thorough analysis of the market and competitive environment to identify the target audience for further work on the XyliPop brand. After conducting analytics, packaging audits, and target group research, we formulated several theses for positioning XyliPop. Each of them highlighted the product’s uniqueness and value for the target audience.

The DS1 agency proposed several concepts using a familiar character and new alternative solutions that emphasize the benefit for teeth. Visualizations were developed for each concept to explore all possible solutions to the task.


The DS1 team created a recognizable, “speaking” brand image that matches consumer demand. The packaging became bright, fresh, and dynamic to attract the attention of both children and parents. The main color of the packaging, turquoise, conveys a sense of freshness and creates an association with the medical field, which is important for this product. The key element shifted from the character to the tooth during adaptation. This way, consumers immediately perceive the benefits for teeth.

Olga Seifert, Managing Partner

“We are completely satisfied with the results of working with the DS1 agency and would rate it 10/10. Every time we look at our product, we fall in love with it over and over again. Absolutely all goals and tasks were successfully accomplished. Now, our packaging speaks for itself, and all the advantages of our product are easily noticeable and readable. Moreover, our product stands out in quality compared to others in the market. We have been receiving compliments more often.”