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Industry Baby Hygiene
Media Design & Branding
Market Brazil
Designer Bernardo Beloni Bizelli, Denise Fujita
Released April 2010

Credits & Description

Category: Toiletries & Pharmaceuticals
Product/Service: DIAPERS
Date of First Appearance: Apr 10 2010 12:00AM
Entrant Company: SPICE DESIGN, Sao Paulo, BRAZIL
Design Director: Gabriela Tischer (spice design)
Designer: Bernardo Beloni Bizelli (spice design)
Designer: Denise Fujita (spice design)
Account Manager: Daniella Lima (spice design)
Responsable in Print Company: Riberto Morbi Claudino (Indústria de Embalagens Santa Inês Ltda)
Media placement: Carton Box - Supermarket - 10 April 2010

Describe the challenges and key objectives
The point was: How to create something new in a box already used by other diaper production companies? We found out that the consumer has good reasons to prefer our promotional boxes: it's easy to carry, it doesn't cost more than the 2 packs bought separately and it's also useful. The key objectives were to surprise consumers and make the product attractive and memorable for parents and kids.

Describe the brief from the client
Create the graphic design for a promotional box to promote the selling of two big diaper POMPOM Protek Baby packs at the same time. Usually this kind of box is used by the consumers to store the baby's toys or as an organising box. The idea is to use the box to fortify the trademark in the family and keep it visible in daily life. It's presence in the market also gains more space in the points of sale, working as a promotional material for the trademark.

Describe how you arrived at the final design
In the year of FIFA World Cup we have decided to explore the theme. Being 5 times winners, Brazilians are affected by football and the idea was to somehow, become part of the family in such a festivity time. We developed an unusual cartoon shape so that after being opened, the box could be transformed easily into a goal. A small rubber ball was added to the promotional package so that, instead of just having an organising box, the kids would get a game. The future football players are already training and the family pictures will have POMPOM on it!

Give some indication of how successful the outcome was in the market
The FIFA World Cup is approaching and the publicity around it grows. Taking advantage of the passion for the sport and the notoriety of the event, industries and agencies see it as an important opportunity to reach more consumers and even link their products and trademarks to a globally recognised event. It has turned into a remarkable time in people's life and even more in Brazil. So we expect to reach many baby fans and sales until June 2010!