Instead of flatly creating a campaign to emotionally bond with parents, we created a whole new product for the brand: 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 giveaway. Each box contains 10 heart-shaped plasters with a total of 5 different designs, linking back to the 5 main little heartaches. The box also features a little book, containing 5 relevant heartwarming stories. Each plaster design links back to one of the relevant stories in the book, developed with a child psychologist. In april, thousands of Hearts boxes were distributed as a free promotional gift in Belgium’s biggest supermarkets Carrefour & Cora. Via a seeding strategy parents could also get their free box online.

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. Via social seeding parents could also order their free box on a microsite. The engagement of parents and children was immediate and extremely high. To get consumer feedback, all parents receiving a free box were subject of a follow-up survey. Response was over 40% and completely positive. Because of this result Hansaplast Hearts will 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.