Preparation H

MY ROLE:
Visual Brand Strategy

Brand Architecture

Omnichannel Creative Direction

Digital Design
(web, mobile, social)
Package Design
Merchandising Design

RETHINKING HOW A TRUSTED LEGACY BRAND SPEAKS TO ITS CONSUMERS, SOUP TO NUTS...

In conjunction with a brand refresh aimed at appealing to younger consumers, and in an effort to gain increased distribution, the Preparation H team determined that the historic way of shelving its heritage creams and ointments (horizontally) limited its selling potential. Working with research and development and Pfizer's packaging engineers, I led a team that developed a new carton with two primary display panels. This was accomplished by increasing the depth of the carton and utilizing contiguous secondary and tertiary panels to accommodate the drug facts. The carton proved to be a big retail hit, with 50% of retailers choosing to shelve it vertically.

RESHAPING THE PORTFOLIO ARCHITECTURE TO SPEAK TO
3 DIFFERENT CONSUMERS

When I began my tenure at Pfizer, Preparation H was in search of new growth opportunities. It had been the #1 brand in its category for many years. Working with the consumer insights and data analytics team, we identified an opportunity to attract new, younger consumers who refused to even consider that they might have hemorrhoids. These consumers, whom we called "insecure cleansers," were treating hemorrhoid symptoms with anti-itch powders and sprays, aloe vera, and baby wipes. To appeal to their needs, we reconfigured the brand architecture, dividing the portfolio into three pillars, targeting three distinct consumer groups (two legacy groups and one new group).