HAPPY INDIANS

TitleHAPPY INDIANS
ClientPERFETTI VAN MELLE
Product / ServiceHAPPYDENT COMPLETE
CategoryB01. Foods
EntrantMcCANN WORLDGROUP INDIA Mumbai, INDIA
Entrant Company:McCANN WORLDGROUP INDIA Mumbai, INDIA
Design/Advertising Agency:McCANN WORLDGROUP INDIA Mumbai, INDIA

Brief Explanation

Though many battles in retail are fought above the line, in a country of 1.21 billion, the war is often won at the counter shelf. Happydent Complete, a teeth protection gum, was fighting a losing battle at POS. The challenge thus was to create visibility in a heavily cluttered segment and the objective to create a packaging that attracted attention.

The Brief

Happydent family had introduced a new variant in the chewing gum and mint section. A teeth protecting gum called Happydent Complete. Happydent wanted their newest member to standout at the very place where customers made their choice in chewing gum, the counter shelves.

How the final design was conceived

We created a packaging with a bite, literally. Borrowing a vibrant street-art style, we took popular Indian archetypes and crafted their colourful caricatures. What we got was a fun and vibrant design solution that didn’t just leave a smile on our face, but on the pack itself.

Indication of how successful the outcome was in the market

The response we’ve got so far on the new pack has been overwhelming. Even in smaller towns, where product placement on the shelf is as unorganized as the shelf itself, we’ve managed to kick the competitions teeth in. And Happydent Complete is on its way to becoming India’s favorite teeth protection gum.

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup Chief Creative Officer
Denzil Machado McCann Worldgroup Creative Director
Abhinav Tripathi McCann Worldgroup Creative Director
Purva Bakalkar McCann Worldgroup Art Director
Siddhi Yadav McCann Worldgroup Art Director
Purva Bakalkar McCann Worldgroup Copywriter
Siddhi Yadav McCann Worldgroup Illustrator
Bharat Lakhani McCann Worldgroup Image Retouching
Robert Joseph McCann Worldgroup Production
Swati Mongia McCann Worldgroup Account Manager
Siddhi Yadav McCann Worldgroup Designer
Abhinav Tripathi McCann Worldgroup Copywriter
Jagdish Raj McCann Worldgroup Production