procter & gamble

Challenge

As a part of an extensive rethink and strategy piece for Procter & Gamble, Handsome was given the task of bringing Aussie haircare products to Asia.

Launch Procter & Gamble's 'Aussie' shampoo in Hong Kong as a springboard to launching in the rest of Asia
Formulate a strategy encompassing 'pre-seeding', 'seeding', 'launch' and 'sustain' phases
Adapt and localize a very European brand with a distinctive tone to the Hong Kong and ultimately Asian market

Solution

Aussie is part of P&G's developing portfolio of 'mass prestige' products and its launch in Hong Kong would serve as a springboard for its release in the rest of Asia. We developed a 360 degree launch plan split into 'pre-seeding', 'seeding' and 'launch' stages. This included strategies to engage key opinion leaders, the creation of interactive visual merchandising displays, and adapting the brand for Asian markets. This was to culminate in a live activation for launch in the form an unconventional pop up (see below).

Create a comprehensive launch plans leveraging key opinion leaders
Design unique interactive in-store displays
Succesfully pitch these displays to Mannings and Watsons
Design pop up events for launch

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A First For Hong Kong

For launch, we aimed to create ambitious interactive displays (both shelves and gondola ends). This would be a first in Hong Kong.

How It Works

The interactive displays incorporated sensor activated videos that conveyed both brand personality and product promise.

Conceptual Designs

These more conceptual shelf displays were also commissioned and explored.

Presenting to Watsons and Mannings

Two working prototypes with varying functions and styles were built and presented to Watsons and Mannings. Both pharmacies bought the idea.

Aussie Visual Merchandising Experiment

Lifting a bottle off the shelf triggered a video about that product's personality and benefits. A general placeholder video would play on loop when sensors weren't activated.

Real World Application

The displays were modified and featured in Watsons and Mannings stores across Hong Kong. This was the first interactive display ever approved by either pharmacy chain.

Launch Pop Up

This pop up store and salon was designed for launch. It would have functioned as a point of sale but smaller samples would also have been distributed. The main objective was to get the brand personality across and to create awareness.

Seemingly Risque (but not)

It would have leveraged Aussie's 'hunks' (muscular brand ambassadors in purple bathing suits) by having them bathe for 3 Minutes at various intervals in full view of anyone walking by. This was to highlight the hero product '3 Minute Miracle' conditioner.

Sampling and Blowouts

The pop up would have had a free blowout salon. It would have been an additional opportunity for sampling and brand awareness building while playing on the brand's personality as 'a helpful friend'.

Outcome

The plan was presented to and largely accepted by P&G's Greater China division. Our interactive display design was adopted and implemented across Mannings and Watsons pharmacies over the whole of Hong Kong. Handsome was instrumental in pitching this concept to Mannings and Watsons and it marked leap in innovation and an industry first for a conservative market which hadn't permitted the use of such displays at that point.

Launch plan largely adopted and implemented
Interactive in-store displays implemented in Mannings and Watsons - a first for Hong Kong