Taking the drama out of head lice

UK No.1 Head lice treatment and prevention brand Hedrin has unveiled a new brand creative platform and packaging design; bringing it all to life in an empathetic but light-hearted way via a new integrated campaign across TV, print, PR and digital.

Following a period of increased competitiveness in the category, we carried out comprehensive usage and attitudes research with over 500 consumers and identified two main consumer types: the “anxious” mum and the “resigned” mum.

The new creative platform, “No Drama”, perfectly addresses both consumer groups and their specific needs. It provides a versatile creative platform for ongoing activity across multiple integrated channels.

The new packaging designs are in stores now, featuring an innovative approach to presenting usage instructions for consumers alongside a snappy design, simplified product descriptions and a 100% satisfaction money back guarantee.

The integrated TV, print, PR, digital display and search campaign launches in August, conveying the light-hearted creative idea and striking a friendly tone that the consumer research indicates will resonate with all parent groups.

Over the last decade, since its launch in 2006, Hedrin has sold 40 million units in more than 30 countries and is the authority on all things head lice. Supported by Bray Leino throughout, the brand’s marketing has consistently bucked category norms, conveying a clear personality and humour against largely dry, functional competitor advertising.

Bray Leino CEO Kate Cox said: “Ten years ago we were thrilled to launch the Hedrin brand with Thornton and Ross, helping to make it market leader in just six months; and the success has kept on going. Much credit should go to the Hedrin team, they have big ambitions and the bravery to match, allowing us to constantly challenge category norms. Together we’ve built a leading brand with a clear personality, the ‘No Drama’ creative platform, built on a unique insight, is a creative idea that can run and run.”

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