Doing away with doubt

Reframing psychic guidance through The Joy of Certainty.

THE HEADSCRATCHER

California Psychics is one of the leading psychic services brands in the US, but with limited recognition outside its home market. Despite its strong reputation, the brand wanted to expand its appeal beyond a niche audience and connect with a broader base of consumers.

To do this, California Psychics needed more than a brand refresh — they wanted to understand the deep motivations behind why people seek guidance from psychics, and to reframe their positioning in a way that felt positive, relevant and uniquely their own. The task was to build a brand and comms strategy that could transform perceptions, making California Psychics more relatable, modern and accessible while staying true to what clients value most.

Reframing psychic guidance for a modern world

A bold new positioning rooted in human truths

Blending behavioural science and bold storytelling to transform a niche brand into a confident challenger

Working in collaboration with behavioural science experts at IB, we used a blend of qualitative and quantitative research to uncover the “why” behind psychic use — the emotions, doubts and desires that drive people to seek clarity. The insight was clear: customers turn to psychics not just for answers, but for relief from uncertainty.

Armed with this understanding, we repositioned California Psychics around the idea of offering customers the Joy of Certainty. This new positioning came to life through a bold brand campaign, centred on a 30-second TV spot launched during the NBA playoffs. The ad told the story of Kathy, a successful woman weighed down by a literal cloud of doubt, until California Psychics helps lift the burden and restore her confidence.

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This narrative extended across social and digital channels, showcasing how the brand’s guidance can transform doubt into certainty. Together, the campaign reframed California Psychics as a trusted, empowering partner — and reinforced their challenger status by bringing a fresh, behaviour-led perspective to a category often rooted in clichés.

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“ krow’s clever positioning with 'The Joy of Certainty' captures the essence of our brand and showcases our commitment to helping individuals appreciate more of life without worrying about the future. We look forward to empowering and enlightening even more customers with this transformative campaign. ”

Cassie Jenkins - VP of Marketing, California Psychics