Johnson’s® has been a reference brand for the care of children and babies for more than 100 years thanks to the soft and delicate care they offer. As his own claim states, Johnson’s® is ‘so much more’. Although some people may believe that the purpose of bath time is just cleaning the baby, in Johnson’s® they know that it means much more than that.
In this occasion, Johnson’s® relied on us to launch the new product range of Shiny Drops in its retailers. With its innovative formula with a touch of silk proteins and a drop of argan oil, it stimulates the natural hair shine leaving it smooth, silky and looking healthy.
We had to design and develop different POS elements that stood out in the point of sale and at the same time informed the buyers of the advantages of this new range. All these materials should be easily adaptable to the different needs of the points, viable in terms of production and, of course, attractive to both retailers and future buyers.
After studying the new range and its target, and once the benefits to highlight were clear, we prepared a list of the different elements we would design and develop:
- Linear headers
- Linear highlighters
- Desktop display
- Floor stand + accessories promotion
- Cross display (CRF)
- Macro exhibition
- Interactive Display
- Alarm covers
- Window display decoration
- Promotional Packaging
Besides, we reinforced the launch with online elements like a newsletter and a landing page for one of its retailers (Carrefour).
The most important thing was to design materials that, besides being attractive to consumers, would be useful and attractive to the different retailers.
Different challenges had to be addressed to design the POS elements:
- We had to keep in mind that during the launch campaign there would be a special promotion (not lasting the entire campaign), therefore we would have to develop extra pieces that could be adapted to the exhibitors when they were needed.
- Another challenge was making up some attractive piece that would serve to create a macro exhibition from the floor display to encourage retailers to place four or more exhibitors at the points of sale.
- During the design process we had to keep in mind that these materials should attract both the girls (users of the product) and their parents (buyers).
Grupo WDi as an expert in the point of sale, should be present in the process of planning and development of this project across the different phases. As a starting point, a plan of action was created defining all the pieces to be developed, justifying the need for each one of them. Then, we proceed to its design and production (always proposing valid elements both on the production and economic side).
As in any project of POS design, the first step is to know the brand and, in this case, the line to promote. It is important to understand the characteristics, advantages, public expectations, lines of communication…
The next step will be to transfer this knowledge to flashy and achievable designs for later production and implantation in the points of sale.
In this case, we would like to highlight the design work for the standing exhibitor (as said, extra pieces had to be developed both for the promotion and for the creation of a macro exhibition). Starting from a four-shelf floor stand, two (easy to mount and remove) “drawers” were created to hold the agendas that would be given away with the purchase of product. These drawers were totally in tune with the design and shape of the exhibitor. Also, for the macro exhibition we designed some joints that formed a “great castle” which was completed with a vinyl floor and interactive displays (photocall type), so that the girls were attracted to interact with them.
The launching campaign (PLV + online) of this product was very well received by both buyers and retailers, so much that the production of the main POS items was repeated months later, including a new product of the range. This time, we were asked for extra pieces, like the design of a special packaging for the launch promotion of the full range
This packaging had a peculiarity: you can make your own princess crown from it. Yet another fun and effective way for girls to interact with the brand.
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