Goodknight Advance has been helping families in their fight against mosquitoes for a long time now. Pushing the envelope and adding a new edge to its product range, the brand has relaunched itself by adding a little zing with its new 4 Colour Play Variant
Goodknight, a brand that we continually associate with our never ending battle with the dreaded mosquitoes, wanted to convey a new message to its target audience. The message was this: here’s a band that not only protects your family from mosquitoes, but also adds a little zing to your home. In keeping with this communication, the brand decided to add a lot of colour play variants to its product. The four new products as part of the Colour Play ranges are: Goodknight Red Happy Green Harmonious Purple Trusted Blue The brand partnered with Brandmark Solutions for creating the right positioning at retail and the brief to the latter was to launch it in such a way that it defines the product as the NO.1 home décor solution that could be used in multiple rooms, a device that not only adds a dash of colour, but also provides effective protection to the family from mosquitoes. Says Yogesh Chawan, Founder Director & Creative Head, Brandmark Solutions, talking about the whole project, “It was a pitch we won - to relaunch this product by creating an innovative concept with a distinct approach to this specific category. Following the concept of home décor according to room themes, we added a dash of four new Goodknight colour variants depicting the Colour Play products on pastel textured walls i.e. the living room, the Master Bedroom, the Kids Bedroom & the Kitchen. Once the consumer comes in contact with this unit, it portrays a picture of their home décor inducing and ensuring a second purchase.” Brandmark Solutions needed to design and fabricate Floor Standing Units, Gondolas, End-caps, pillar branding, window display kits & Counter Display units to promote all the four variants and guarantee repeat purchases from the existing customers. The units basically have the 4 variants of Colour Play fitted on them giving them their own space on different walls in a zig zag position. The wall on which these devices were fitted adorned pastel colours with floral motifs complementing the actual product. The floral motifs defined the emotions of care & symphony. According to Brandmark, this is in line with the Good Knight brand values and the qualities it personifies --safe, gentle, effective, dependable and an unobtrusive protector that is in complete harmony with the housewife and her home. Since Goodknight wanted to portray Colour Play as a home décor solution, the units had creative details visually depicting distinct textured walls i.e. living room, Master Bedroom, Kids Bedroom & Kitchen. Each device had their colour names printed by their side with the Colour Play branding. The Gondolas could stack around 180 products, while the Floor Standing Unit could display 200 products. The units while offering visibility access from all sides engaged the customers, helping them take a closer look at the products. The End Caps were designed with similar elements and the Window Display Kits & the Pillar Brandings further encouraged brand recall and educated the customers on the new launches.