Brief to Imagine Advertising

Vital Health Foods bought the rights to use well known pregnancy & parenting advisor & author, Sister Lilian. The brand would be called Sister Lilian Remedies - a launch range of 34 homeopathic products. The packaging, listing and launch of the brand required a unique direction needing a huge amount of empathy to connect to their main target market i.e. moms to be, pregnant moms and moms with toddlers.

Imagine Advertising's campaign.

Packaging design:

We did extensive research in the category and determined to be different while remaing relevant. We broke the mould of the conventional 'box/rectangle' shape by creating a fluted/pyramid shaped box. The box design also included photography of babies and people - something that had not been done before. The design architecture grouped the products into three categories. Then, because of the vast amount of information required on the bottles, we decided to use an on-pack promotional label - again never done before in this category.

In-store:

Positioning was key and the products were displayed within the 'baby section' rather than the traditional 'natural remedies' sections in stores. Imagine designed a stand-alone POS cut-out of a nurse holding a baby with brochure holder, plus a stand to hold the full range of products. Banners were created with mobiles hanging from the banners.

Brochure & Launch:

The brochure designed was in the shape of the packaging and contained a 'remedy finder' so that moms would keep it for future help. The national launch event roadshow was held in premium hotels and the invitation to the media was a real baby carry-cot, with a pillow and the invitation wording embroided onto the pillow. (300 of these units were created) A 10 minute launch film was also created and incorporated three TV commercials.

Television:

Sister Lilian had her own television slot and Imagine created a series of 10 second commercials using stock footage of baby bloopers. These were fun and very well received at the launch and the market.

Magazine Advertising:

Three full page full colour ads were created. These had fun images with headlines that connected with young moms.

Website:

Imagine created an interactive, informative e-com website - complete with an online 'remedy-finder'. SEO included banner ads and a 12 month e-newsletter /promotional campaign to their database

The Results:

Listings in all major outlets was confirmed prior to the launch. This included Clicks & Pick n Pay. The brand sales exceeded predictions within the first three months of trading.

Award:

Imagine Advertising won the Pyrotec Inspirational Gold award for its packagingSISTER LILIAN REMEDIES

Brief to Imagine Advertising

Pyrotec manufacture an internationally owned branded product, Pack Media. Pack Media specialise in manufacturing multi-layered packaging labels. This is particularly useful if there's the need for extra space on the pack, or an on-pack promotion requiring added attention at point of sale. The problem that Pyrotec had, was that it was a difficult concept to explain to their target market i.e. Advertising agencies and FMCG marketers who were serviced by their own ad agencies. Pyrotec needed to interact with both to explain their offering so that in new concepts, their offering was considered.

Imagine Advertising's strategic creative solution

To create a new award called the Pyrotec Inspirations Award. This award would be given to advertisers and their agencies for the best use of Pyrotec's unique pack offering.

The mechanics:

Invite a panel of judges once a month to judge the best label recently completed. These judges would in effect be Pyrotec's target audience. The panel included media representatives. Pyrotec was given the opportunity to present their credentials and do a factory tour at every juding session. This way their 'complicated' product offering would be 'judged' by a panel who needed to understand 'what' they were judging in the first place. Every month a panel judged the best label and at the end of the year there would be a special high profile event with the winner of the year announced.

The results:

The PR spin-off was spectacular. It became an honour to be asked to judge and the client made huge inroads into the on-pack labeling market. The client was now able to find monthly free editorial cover in the ad industry and FMCG industries. The brand offering grew.

Awards:

Out of all the countries that sell Pack Media labels, Pyrotec won the best international marketing campaign 2009/10

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Sister Lilian Remedies 2011 campaign - click here