Monday, January 16, 2012

“Soldier on, partner,” and other notes of inspiration from a cough drop.

It's been a few weeks since we extroverts embarked on our quest to identify how good design can add value to the healthcare agency model. As a result, I am now seeing smart design everywhere, from the construction of our company chairs to the wrappers on my cough drops.

To be more specific, the power of design really hit me as I unwrapped a cherry-flavored Halls Defense drop. I had recently stocked up on them to help fight off an impending cold. While looking at the packaging, I expected to see the usual ingredients—zinc, Echinacea, and vitamin C (to give me a little boost). What I hadn't expected was, "A pep talk in every drop." But that’s what I got.

Printed on each Halls wrapper were 3 or 4 brief, aspirational messages. My wrapper reminded me, "You've survived tougher," implored me to, "Be unstoppable," and told me, "Don't give up on yourself." As intended, the drops gave me both a physical and a mental boost.

What a great example of taking customer insights and transforming them into a design element aimed at generating customer delight! Halls takes the concept further with their corresponding TV spots, which are sure to put a smile on your face. The print ads are great too!

Halls’ clever design makes me wonder how we can incorporate little pick-me-ups into all the patient education, packaging, relationship marketing, and digital programs we create for our healthcare clients.


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