![]() ![]() Its success reinforces Voltaren’s positioning as a dedicated, trusted expert in pain management. ![]() In usability testing, 65% of older customers preferred it. The new cap has transformed the user experience for older people with high pain, empowering them to apply the gel independently when they need it. #How to open impero console how to#Strategic use of Voltaren’s blue clearly signposts how to open the cap. The cap accommodates different hand sizes, and its larger surface area, paired with a soft-touch material, reduces the pressure on joints. Inclusive and versatile, it flips effortlessly. More than just another flip-top cap, it’s a genuine first for the category. The brief from Voltaren, the leading topical pain-management brand in Europe, was to rethink the common screw cap to meet the needs of its customers. Applying pain-relief gel is a daily necessity for sufferers, but the simple act of unscrewing a conventional cap, painlessly and without help, can seem impossible. Joint pain is one of the main conditions affecting the older population. Effective Ageing by DesignĪgency: GSK Consumer Healthcare and DCA Design International Innovative application of creative thinking made this successful, showing not only the power and bravery of the design industry but also the new openness and courage of clients. Inclusive ad and excellent use of restrained language. What the judges said: This demonstrated an openness in tackling what previously might have been a taboo or unspoken area. The campaign drove over six million impressions, and click-through rates were 6x above industry benchmarks – driving 88,000 visits to the website in March alone. The videos were viewed 250,475 times, with 99.4% of people watching them all the way through. The campaign built around these bottles was so ’booby’ it became necessary to animate it, so it was allowed to be shown on social. They made the bottles ’boobier’ – the next best thing to breastfeeding. Since entering the debate on breast v bottle was a no-go, MRM’s strategy wasn’t about changing the conversation but joining it. The last thing parents need is to feel judged for their choice to bottle feed. While breastfeeding is generally recognized as the best option, only 34% of parents are able to breastfeed without problems. Tommee Tippee’s goal was to re-position the brand and its flagship product (the bottle) as the closest thing to breast feeding. Designing for the changing modern world – celebrating sustainable process as well as the design outcome itself. What the judges said: Local, artisanal, excellent craft. ![]() The raffle system for distribution saw 11,000 entries for 700 bottles. Releases of 300, 500 and 700 bottles have been made, with each selling out within hours. The pack is released in small batches due to the hand-made nature of the bottle. The sleeves can then be repurposed as postcards – and it’s all recyclable. The pack and postal outer are created from one piece of corrugate, making it materially efficient with little waste. ![]() The holder is encased in a perforated sleeve comprising three landscape scenes of Harris and an embossed front panel with the unique ceilidh iteration of the branding. Each unique bottle is presented in a bespoke 2-ply cardboard holder, which opens up to reveal information, graphics and guides to the ceilidh concept. Of course, the packaging needed to protect and present the bottle well. With the iconic original glass bottle used as inspiration, the design needed to embody the spirit of the island while helping to foster a sense of connection and community during the Covid-19 crisis. APS created limited edition 350ml bottles for Isle of Harris Gin, hand thrown by ceramicist Rupert Blamire. ![]()
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