The challenge lies in expanding the consumption of eye masks, as their usage is currently limited in the minds of existing consumers. This presents an opportunity to reshape consumer perceptions and encourage more frequent use.

By leveraging the repackaging initiative, MegRhythm aimed to expand the usage occasions for their products. The campaign highlighted that a brief “me-time” for relaxation can be achieved even in just 15-20 minutes. Various scenarios of “spare time” were featured to illustrate this new direction and encourage consumers to incorporate the eye mask into their daily routines.