Design Manager and Art Director
Client: Reckitt Benckiser
Background: Scalpicin has both a Max and Regular strength SKU at shelf and there wasn’t an obvious consumer/customer need as to why the “regular” strength exists. By offering a unique and meaningful anti dandruff benefit and differentiating at shelf Scalpicin would be better able to create incremental interest in the line and grow future distribution.
Objective: Differentiate the 2 Scalpicin skus by leveraging the Anti Itch and Dandruff Fighting message. Optimize branding impact on shelf.
Results: Led a Marsh senior design team from strategic creative phase to pre-production. Explored and presented various design systems differentiating both skus by color and clearly centering product descriptor. Scalpicin logo was increased in size and repeated on additional side panel for even larger brand presence when placed on it’s side on shelf. This very successful launch led to increase consumer awareness, grew distribution and market share.