Brief Explanation

The challenge was how to demonstrate the product’s effectiveness visually without resorting to the same old clichés. The key objective was to breakthrough the supermarket clutter with a simple targeted message.

The Brief

Client needs to communicate the unique proposition of Hygiene color bleach - ‘powerful removing tough stains fast ’ in a new way while keeping Hygiene’s core brand benefit ‘maintain the brightness’.

How the final design was conceived

We designed this point of sale so that target group could interact with it by using a visual effect. Seen from afar, the poster has a large stain on it, but as the viewer moves closer the stain vanishes. Thus demonstrating the promise that Hygiene removes stains fast. The design was kept very graphic to differentiate itself from the usual smiley faces and happy families seen in this category.

Indication of how successful the outcome was in the market

This campaign is considered to be successful, with stores reporting that people asked how the poster worked. Alongside a TV campaign, sales rose 23% during the campaign period with significantly higher sales in the supermarkets that used this point of sale.