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Making it Stick for Hy-Tape
9.28.2010 - Hy-Tape International, manufacturer of “The Original Pink Tape” for the surgical and wound care markets, is a long-standing HLD client with a sticky challenge. After five decades as the category leader, Hy-Tape needed a new campaign to reintroduce its product and refresh and modernize the brand experience for customers.
Our strategy was to reposition Hy-Tape with bold new creative that focuses on the benefits to the end-user, rather than the product. The creative departs from the product’s traditional positioning by employing edgy imagery to draw attention and signal the new brand context. An aggressive schedule in both print and digital media reaches decision-makers in the publications they rely on for relevant business information, and the ads drive them to a new brand Web site loaded with functionality and opportunities to engage.
“We’re extremely pleased with the new campaign,” says Sean Higgins, Hy-Tape Sales Manager, “and we’ve seen a significant increase in sample requests from the Web site since the debut.”
Another challenge solved by HLD’s natural stick-to-it-iveness.
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