Flamigel is market leader in the category but an aggressive challenger, Mitocare, is entering the market with a big media budget. It was our goal to defend our position and strengthen our thought leadership in the category.

Our main target group are young parents because they are our biggest clients. Our strategy was to build on the brand claim ‘peace of mind’. Not only by curing burn injuries but by preventing them as well.

We found out that around 120.000 people suffer from burn injuries each year in Belgium. In over 50 % of the cases, the victims are children. We decided we had to help young parents to prevent burn injuries. We discovered that heat sensitive paint exists and applied this technique to stickers with an amazing result. With our heat sensitive sticker children can see when an object is hot. We designed a smiling blue face when the temperature is normal and a angry red face when the temperature is above 42° degrees. Using the well-known codes of water tap.

The brand Flamigel stands for ‘peace of mind’ and we expanded our domain from curing to preventing. Parents can teach their children when an object is hot.

The heat sensitive sticker is fantastic in many ways. It builds thought leadership for the brand. It increases sales because it attracts attention in the place where the purchase decision is made, the pharmacy. And the brand is visually present in the houses of our target group instead of just lying in the medicine cabinet.

The brand Flamigel stands for ‘peace of mind’ and we expanded our domain from curing to preventing. Parents can teach their children when an object is hot.

As the campaign has only been launched at the end of March, we don’t have any consumer results but we have some amazing business-to-business results. 95% of the approached pharmacies wanted to participate in the campaign which is a the best result ever for Flamigel. 300,000 stickers have been made and Germany, France and The Netherlands are planning to launch the heat sensitive sticker as well.