Hansaplast introduces Hearts. A new type of heart-shaped plasters, created to help parents heal those broken little hearts. To stop the tears, each Heart comes with a specific design that is linked to a heart-warming story. Allowing parents and children to start a conversation about the little heartache. All stories were developed with a child psychologist, covering the 5 most common little heartaches in the age group of 2 to 6 years old.

Hansaplast Hearts is a premium give-away. Each box contains 10 heart-shaped plasters with a total of 5 different designs, linking back to the 5 main little heartaches. In the box there’s also a little book with 5 relevant heart-warming stories. Each design links back to one of the relevant stories, developed with a child psychologist. In april thousands of Hearts boxes were distributed in Belgium’s biggest supermarkets Carrefour & Cora as a free promotional gift. Via a seeding strategy parents could also get their free box online: www.hartepijntjes.be

Hansaplast Hearts is a European initiative that was first introduced in Belgium. Thousands of Hansaplast Hearts boxes were distributed as a free promotional gift in Belgian supermarkets Carrefour and Cora. Through social seeding parents could also order their free box via a microsite www.hartepijntjes.be. The engagement of parents and children was immediate and extremely high. To get consumer feedback all parents that got a free box received a follow-up survey. Respons was over 40% and nothing but positive. Because of that Hansaplast Hearts will now be rolled-out in all Hansaplast key-markets later this year, in a long-term mission to add emotional value to the brand and create a new category for the brand.