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//Bray Leino takes the drama out of head lice for Hedrin

The UK’s number one head lice treatment and prevention brand, Hedrin, has unveiled a new brand creative platform and packaging design, working with the missiontm Agency, Bray Leino, to bring it to life via a new integrated campaign. 

Following a period of increased competitiveness in the head lice treatment and prevention market, Hedrin and Bray Leino, its lead creative communications Agency, carried out comprehensive usage and attitudes research with more than 500 consumers. They 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 per cent satisfaction or your money back’ guarantee.

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

Over the last decade, 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.

Kate Cox,Bray LeinoCEO,said: “Ten years ago we were thrilled to launch the Hedrin brand with Thornton & Ross, helping to make it market leader in just six months – and the success has continued. Much credit should go to the Hedrin team.  They have big ambitions and the bravery to match, which allows us to constantly challenge category norms.

“Together we’ve built a leading brand with a clear personality. The ‘No Drama’ creative platform, built on unique insight, is a creative idea that can run and run.”

Bray Leino is part of The Mission Marketing Group plc (the missiontm), the marketing communications and advertising Group including April Six, AprilSix Proof, bigdog, Chapter, Mongoose, RLA, Robson Brown, Solaris, Speed, Splash, Story and ThinkBDW.



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