Hansaplast Introduces New Type of Bandage That Heals 'Emotional Wounds'
Hansaplast, a 90+ year Beiersdorf brand, recently partnered with FCB on the launch of 'Hearts,' the first-ever bandage with two unique category innovations.
The bandages do not heal physical scrapes and wounds, but instead help soothe the emotional fears and “wounds” experienced by kids aged two to six.
The adhesive part of the bandages are made with a new, silicon plaster technology that helps protect children’s skin when the sticky part is peeled off.
Hansaplast recently tested the rollout of 'Hearts' via a limited edition promotional giveaway in one of Belgium’s largest supermarkets. The launch received very positive feedback from parents and children alike and is a great example of how companies can provide a distinct advantage against private label brands. (“Hearts” contains both a technological and emotional innovation aspect.) Following the initial launch, the hope is to roll out 'Hearts' to Hansaplast’s major markets in the future.
FCB worked with a leading children’s psychologist (Anne Burton @ IFISAM) to develop 'Hearts.' The new collection consists of a box of 10, heart-shaped bandages and a little book with relevant stories illustrated by different designers. There are specially designed adhesives – and stories – targeting the five primary heartaches that children ages two to six commonly experience: the little losses (rabbit), growing up (lion), small fights (tiger), small fears (owl) and mistakes (doves).
Client: Hansaplast (Beiersdorf)
General Manager, Beiersdorf Healthcare: Alexander Schwieger
Marketing Manager, Pharmacy Brands (SA Beiersdorf NV): Bénédicte Joguet
Note: “Hearts” is a FCB Global initiative led by the agency’s Belgium office, FCB Happiness, in partnership with the global client hub for Beiersdorf at FCB Hamburg.
Executive Creative Management: Karen Corrigan
Chief Creative Officer: Geoffrey Hantson
Creative Director: Philippe Fass
Concept Provider & Design: Laurie Lacourt
Concept Provider: Catherine Hermans
Copywriter FR: Bill Bilquin
Group Account Director: Isabelle Koelman
Account Manager: Anne-Lore Vestraets
DTP: Romaine Dhainaut
Graphic Designer: Anna Touvron
Graphic Designer: Lennert Vedts
Producer: Sophie Gunsbourg
Chief Client Officer/Worldwide Account Director: Erika Darmstaedter
Global Account Director Hansaplast: Heike Brünjes
Film Director/DOP: Kassim Olivier
Editor/Animator: Simon Schuurman
Child Psychologist: Carole Grosman
Illustrators: Julie Hoyas, Andrea Rivola, Belle Lee, Toyzmachin, Wazza Pink
Category: Pharmacy , Plasters and coverings
Genre: Illustration , People , Storytelling