PHILIPS ZOOM RE-BRAND AND RE-POSITIONING, GUILDFORD SURREY
The brief was to revitalise and develop new exciting & premium Point of Sale assets to support the Philips Zoom! Whitening brand. The range of Point of Sale will need to appeal to the needs of Dental professionals and support them in grabbing the attention of consumers, engaging them, converting them, drive sales and most importantly assist in delivering the best patient experience.
The teeth whitening market is overly saturated and competitors are boasting premium design and marketing assets to help build the Dental professional’s practice, including personalised packaging, digital content and more.
Our task therefore was to lift the 3 main offerings or Chairside, Take Home and Top up above their respective competitors
Put simply, Zoom is the best whitening product on the market but it was not being represented accordingly.
Step 1; Pelling Design took the brief and thoroughly researched all competitors, their offerings and then the design and marketing materials created. This gave us a really clear idea of what we would be up against and potential gaps we could exploit and make the most of.
Step 2; Brain storm and design visuals – no idea is a bad idea! we researched multiple design and point of sale options and costed each. We generally present 3 design / print / cost options. 1 safe, on brand and value based. 2. more middle of the road, and 3. a more ‘out there’ way of thinking and comprising of more expensive solutions to help push the boundaries of what the client thought was possible
Step 3; consolidation of ideas. by working up 3 options as outlined above this gave us a great spread of design and print solutions and with the client we hand picked from each set.
Step 4; design work. Having a central image was key to this campaign to help drive home a consistent message. design wise, we work up pictures and words simultaneously, so after multiple options we settled on ‘love your smile’ and the female lead image you see through all touch points here. It is perfect for the clients key demographics and the copy really drives home the intermit and personal nature of choosing a teeth whitening product.
Step 5; chosen design roll out. The biggest part of the project was now rolling out the chosen design copy and imagery created in step 4 across all touch points identified in steps 2 and 3. This included leaflets, brochures, totems, bags, blister packs, cubes, look-book, posters, banners, pup up display systems, signage and product stickers etc etc.
Step 6; Bags – we identified the point of purchase as a key opportunity in the sales funnel. Sonicare and Zoom patients were currently being handed their product without any fan fare, making the point of purchase somewhat anti-climactic. By designing and producing high specification, high quality and premium bag options, we really made the patient / shopper feel like they were receiving a premium product.
Feed back has been extremely positive and we have since re-printed another batch after being so warmly received.
Step 7; print finishing. To really drive home the premium look and feel, print finishing (beyond the bags mentioned in point 6) would be key. We selected high quality paper, a nice weight (200gsm silk – 400gsm silk where appropriate) and specified special finishes such as Spot UV, lamination and drip dry varnish.
Good design means nothing if it is not produced in line or accordance with the original premium vision we presented.
Step 8; Digital and online rollout. The website, email and digital marketing look and feel had to be updated to fall in line making all touch points consistent. This comprised of online adverts, email Design and build, website design and build and social assets. Having the consistency throughout the campaign was possibly the most important component of the entire project.
Check out what we did for Philips Sonicare here. We worked on both campaigns simultaneously which not only encouraged maximum design creativity but also had cost saving benefits when design and printing in large quantities.