Braun ThermoScan®

Developing a new global communication platform for a healthcare consumer device

Situation

The current thermometer sector is being influenced by new technologies and enhanced marketing pressures. To secure Thermoscan equity, Braun must attract existing and potential consumers by differentiating itself from its competitors in order to reinforce category leadership. To maintain Braun's strong standing, the brand needs to differentiate itself from competitors therefore reinforcing their category leadership.

Tasks

One of the main goals was to effectively restate product superiority in order to secure & reinforce Braun's position as the expert in its sector. Braun Thermoscan needed to build further brand equity through the development of an enduring global communication platform. The platform had to be relevant and applicable in different global markets (EMEA and US) and to keep in line with Braun communication guidelines.

Actions

We created a new global communication platform based on the concept that linked a strong product feature ("Most used among doctors") with a direct consumer benefit (trust). We developed a key visual with high stopping power that enhanced brand ownership and recognition.

Results

The key visual we created was the basis for deployment and adaptation of relevant consumer touch points such as press advertisements, POS, brochures, leaflets, and advertorials across EMEA and US markets. We also defined an online strategy that developed a community of moms and promoted Thermoscan in selected social networks.

What we did

• Global Communication Platform