Marshmallow - Painting Car Insurance Marshmallow Pink

Overview

Marshmallow was founded in 2018 to rethink car insurance through a more inclusive, data-led approach. Their mission is simple: make drivers pay for the insurance they personally need, not the premiums inflated by how others drive. As a challenger brand taking on industry giants, Marshmallow set out to bring fairness, innovation and personality to a sector defined by sameness.

The Brief

Our task was to make Marshmallow stand out on aggregator sites where most policies are bought. The comparison pages were crowded with legacy brands shouting for attention. We needed to make Marshmallow instantly recognisable and trusted at a glance. The goal was to build distinctiveness, strengthen recall and create a visual presence that could win on the smallest possible canvas, the postage stamp icon on an aggregator.

The Outcome

We developed Marshmallow is here, a campaign designed to look nothing like traditional insurance. It pushed the brand’s signature pink into the world through a series of bold, joyful billboards that built memory structures and brand salience.

The campaign extended into a set of surreal TVCs featuring drivers blissfully unaware that their cars are filled to the brim with marshmallows, a playful metaphor for how at ease customers feel when their insurance is right for them. The result was a brand world built to win attention, trust and recognition in one of the noisiest markets imaginable.