The task was to develop a promotional packaging that conveys the unique benefit of 3M’s Solar Earplugs – a product targeted at adventurous people requiring effective noise protection (ie. clubbers, festivalgoers, musicians, etc.).

The purpose of earplugs is to reduce noise. 3M simply turned the product’s key benefit into an original packaging idea: the container's cap looks like the volume knob of a hi-fi system – when opening it, one seems to be turning down the volume.

The new packaging of 3M’s Solar Earplugs became an instant eye-catcher on top of the shelves in drugstores and supermarkets.It generated a great deal of interest among both shoppers and retailers and helped building up positive associations with an otherwise highly non-emotional product.