Point of Purchase - - CONTENTS - Fairy Dharawat

Lifebuoy has a loyal con­sumer base across gen­er­a­tions. It is well known in In­dia as one of the most rec­og­niz­able sym­bols of health and germ pro­tec­tion. To fur­ther drive the univer­sal ap­peal of Lifebuoy, Hin­dus­tan Unilever has launched Lifebuoy Clini-Care 10, a pre­mium vari­ant, which, ac­cord­ing to the com­pany, of­fers 10 times bet­ter germ pro­tec­tion than other lead­ing germ pro­tec­tion soaps (in the cos­metic do­main). Team­ing up with Wal­nut Ad­ver­tis­ing, HUL has now launched the Lifebuoy Clini-Care 10 us­ing an in­ter­est­ing con­cept with a high-tech look and feel.

The idea was to go for a new de­sign so­lu­tion at the Mod­ern Trade that at­tracts and con­veys the key ben­e­fits of its new brand vari­ant and gives a clin­i­cal edge to the look. Thus, in­stead of the reg­u­lar static look­ing struc­tures, the de­sign is a walk through spec­tac­u­lar.

The shape of the unit is in­spired from the Lifebuoy logo it­self and the de­sign is large enough which makes it no­tice­able from a dis­tance.

The struc­ture was split into two halves on the op­po­site sides to make en­try &exit points. The gap was kept wide enough to take the shop­ping trol­ley through. Once inside, the two halves act in giv­ing the feel­ing of pro­tec­tion, which is the most im­por­tant as­pect of the brand. The two curves are free­stand­ing, and yet sturdy for the foot fall traf­fic.

To give it an ad­vanced & pre­mium clin­i­cal look, a mix of trans­par­ent & translu­cent ma­te­ri­als was used. The en­tire Lifebuoy unit had a see-through ef­fect, prompt­ing peo­ple to get in. Ac­cord­ing to Wal­nut Ad­ver­tis­ing, “This pur­pose­ful blend of ma­te­ri­als & form is sure to break the monotony of foam board & boxy struc­tures.”

Well, this re­tail vis­i­bil­ity ini­tia­tive from Lifebuoy seems to re­it­er­ate the brand’s po­si­tion among its loyal cus­tomer base as a trusted one of­fer­ing good pro­tec­tion against germs. And with the new launch, Lifebuoy along with Wal­nut Ad­ver­tis­ing seem to have suc­ceeded in cap­tur­ing the essence of the prod­uct, by con­vert­ing it into an in-store com­mu­ni­ca­tion con­cept that says it all

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