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Wow Design associates with Hansaplast for kids’ brand, ‘Hansaplast Junior’

The brand design consultancy firm was involved in both the innovative packaging and the retail visibility of medical plasters for children

BestMediaInfo Bureau | Mumbai | May 5, 2016


WOW Design, a brand design consultancy, has associated with Hansaplast to launch the brand’s new product, ‘Hansaplast Junior’. WOW Design was involved in both the packaging and retail visibility of the product.

Hansaplast, which is a trusted plaster brand of Beiersdorf, was the first to launch a unique range of wash proof and antiseptic designer plasters for kids, named ‘Hansaplast Junior’.  WOW Design helped the brand create a buzz before entering the market with the new product offering, by injecting life into the medical plasters for children.

After an in-depth research on how kids relate to wounds, Wow Design learnt that a painful injury could be viewed from a different perspective. It wanted to make the process of healing, fun and engaging for kids. The core thought behind the design solution for the brand was to offer kids both fun and courage to keep going, notwithstanding the pain of the injury. The competent nature of today’s children, their aspirations and daily activities played a pivotal role in building up the “Never give up” spirit and its variations that formed the theme of the branding.

The name ‘Junior’, as a sub-brand, communicated a series of fun plasters for kids. Wow Design introduced four variant names and colours, each depicting its own personality trait.

? Red for bravery, was termed ? ‘Daredevil’

? Green for a kid’s style quotient, was named ? ‘Style O’

? Yellow for a kid’s artistic capabilities, was named ? ‘Doodle’

? Blue illustrated fascination in the name ? ‘Wow’

The story on each pack has been tactfully woven into the product and some elements have been highlighted in 3D extrusions.

Deepti Kshirsagar, Founder- Director, WOW Design, said, “We wanted to focus on the brand’s core offering and occupy a space in the consumers’ (kids’) head which is full with so many brands offering a lot of tactical gratification today. Be it freebies, association with cartoon characters and works, but these tactics unless practised consistently don’t help the brands to grow long term.

“Therefore, we thought of an optimistic approach in the context of getting hurt or wounded,” she went on to say, adding, “Today’s kids are outgoing and are involved in interactive and fun activities. Another insight was that they love to flaunt their belongings and are attracted to vibrant colours, unique shapes and whimsical facial expressions. Keeping all of these factors in mind, we came up with the core concept of Healing in style. We tried to communicate that as you’re growing up, each time you fall or hurt yourself, you become an inch stronger, so if you get hurt, flaunt your wounds in style. It was very vibrantly translated onto the packaging and the retail communication.”

Saiprasad, Co-Founder and Director, WOW Design, said, “We suggested an interesting idea in the packaging, which was the different 3D extrusions jutting out of the Header Design in each pack. The shapes were in context to the design and added a great pick up factor to the packs adding a novelty factor. It was a bit of a challenge at the producton level, but the team managed to achieve the desired results after rounds of R& D on the mock ups.”

WOW Design’s retail strategy

The most significant objective of the retail strategy was to instigate an impulse purchase at retail touch points. It was challenging as the space for medical plasters are executed in a functional manner, leaving a mundane impact on consumers. Wow Design created a visual featuring a kid proudly flaunting a wound with an “attitude” in a “stylish” way. A play of vibrant colours added to the attraction quotient. The entire POSM (Point of Sales Material) campaign for Hansaplast Junior raised interest among the kids.

Saswata Das, Co-Founder and Director, WOW Design, said, “The challenge that we faced was that the category was already matured enough to expect any innovation. To top that, we were battling against enumerable market leaders which were doing quite well in the market. While a plaster is an important part of any household first-aid kit, the usage is very need based. That’s when we thought ? why not make the process of healing interesting, fun-filled and interactive? Hence, this eventually led to funky HP junior plasters, attractive visuals, eye catching colours, etc.”

Chinmay S. Dash, DGM – Sales & Marketing, Hansaplast, said, “We took WOW Design on board for the launch of first of its kind, wash proof and antiseptic designer plasters range under Hansaplast Junior targeting kids. The idea was to understand the minds and behaviour of kids and come up with a strategic packaging design solution that would communicate the unique product offering. It was incredible to see that team WOW Design shared the same level of excitement as us and came up with some ground breaking concepts. Their approach was very clearly based on the understanding and it resulted in developing catchy names for the four plaster collections along with attractive packaging designs that were high on impulse and style.

“The first phase turnaround led us to engage WOW Design to create retail visibility solutions supporting the launch of the new products in the market and they came up with this concept of ‘Heal in Style’ as a central theme of communication for the brand which was manifested across mediums effectively,” Dash went on to say, adding, “Their expertise in Strategic Design Solutions along with shopper and consumer insights did reflect in the way they turned around the entire project. The Retail visibility design along with our increased marketing push has made this activity a great success.”

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