Hth Design & Branding PRE HTH by DDB Johannesburg

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PRE HTH

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Industry Cleaning Products, Detergents & Wood protectors
Media Design & Branding
Market South Africa
Agency DDB Johannesburg
Executive Creative Director Grant Jacobsen
Copywriter Gary Du Toit
Released April 2011

Credits & Description

Category: Posters
Advertiser: HTH
Product/Service: POOL SANITISER
Agency: DDB SOUTH AFRICA
Date of First Appearance: Apr 28 2011
Entrant Company: DDB SOUTH AFRICA, Johannesburg, SOUTH AFRICA
Executive Creative Director: Grant Jacobsen (DDB South Africa)
Art Director/Illustrator: Moira-Gene Sephton (DDB South Africa)
Copywriter: Gary Du Toit
Art Buyer/Production: Liz Rencken (DDB South Africa)
Media placement: Little Ellie Poster - In Store Outlets - 28 April 2011
Media placement: Grandpa Harry Poster - In Store Outlets - 28 April 2011
Media placement: Frat Party Poster - In Store Outlets - 28 April 2011

Describe the brief from the client
Although HTH is South Africa's biggest-selling pool care range, the market is becoming increasingly competitive. The brief from client was to create attention-grabbing posters at point-of-purchase to remind consumers about HTH products and their effectiveness.

Describe the challenges and key objectives
There is a perceived parity in the market. Consumers do not see much difference between pool care brands, and hence are unwilling to pay a premium for HTH. But in reality, because of the risk of germs and disease, there are good reasons to using tried-and-trusted pool sanitising products. We needed to remind consumers of these risks.

Describe how you arrived at the final design
Everyone knows the chemical symbol for water (H2O). We decided to show the molecular make up of a pool, showing not only the water molecules but the molecules of all the other undesirable substances that lurk within it. To maximize the visual impact of all the thousands of tiny molecules, we printed the posters large (A1).

Give some indication of how successful the outcome was in the market
Although the campaign has only recently launched, there has already been a significant increase in brand awareness.