PURELL
PURELL® Hand Sanitizer is proven effective in hospitals and trusted everywhere. Germs are spread by hands—touching contaminated surfaces, so it only makes sense to reduce the spread of germs by creating germ-killing product extentions like surface wipes, surface sprays, and soaps. I helped develop a brand guidelines website and formulated compelling ideas to help spread the word about THE PURELL SOLUTIONTM —reaching out to hospital, education, foodservice, and professional markets.
Quick-start Brand Guidelines
To help brand communications transition faster as we launched the PURELL SOLUTION products, we created a simple, two-page guideline that outlined typography use required for most brand needs as we developed more detailed brand standards with agency partners. We also explored expressions that could make stronger brand connections with PURELL audiences.
Page 1
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Taglines & Lockups
Brand Guideline Microsite
A microsite was developed to compile and organize content in an agile manner.
Brand Essense
Design Language
Photography Guidelines
THE PURELL SOLUTION
THE PURELL SOLUTION is a bundle of products (sanitizers, soaps and sprays) that offer extended protection from germs. Germs are passed from surfaces to hands and then transmitted to hands and surfaces by touch. These ad concepts focus on how germs are passed, inviting viewers to be more conscientious about stopping the spread of germs.
Educational Market
Professional Market
Foodservice Market
Healthcare Market
The PURELL SOLUTION Introduction
Trade pubs, journals and retail communications helped to spread the word about The PURELL SOLUTION. Email, digital ads, Amazon A+ pages, and web communications created awareness to new PURELL Healthy Soaps, surface sprays and dispensing technologies. A dynamic ribbon that leveraged the visual attributes of the PURELL logo was employed to aid in the recall of brand messages associated with the PURELL SOLUTIUON launch.
Product Introduction
Revolutionary soap & dispenser technologies
Amazon A+ ads
Revolutionary New PURELL Healthy Soap with Clean Release Technology
Healthcare
Doctors
Hospitals
Hospital Administrators
Long-Term Care Facilities
The PURELL SOLUTION Introduction
The PURELL SOLUTION is a bundle of products (sanitizers, soaps and sprays) that offer extended protection from germs. Germs are passed from surfaces to hands and then transmitted to additional hands and surfaces. Thease ad concepts focus on how germs are passed, inviting everyone to be more conscientious about stopping the spread of germs.
Niche Markets
Professional Channels
Experimental Messaging
Education
Here are a couple A/B-test banner ads targeting educational markets.
Study offer CTA
The Purell Solution CTA
Foodservice
According to new studies, Public Health Inspecters perceive health issues within most restaurants. Health violations can shut down restaurants and cause irreversable damage to a restaurants reputation. To build awareness of these concerns, PURELL created an influncer site called Food Safe truths. A PURELL sponsored content campaign was created targeting health officials, restaurant owners and restaurant franchises. Email communications delivered informative information about key issues that were repurposed for website posts—keeping converstions flowing and heatlth compliance concerns top-of-mind. Dimensional mailings provided compelling solutions to help restraurants comply with ease to key health offical concerns.
Awareness
Against Tradition
Code Compliance Influencer
Official Perception
New Spill Kits
New Surface Sprays
Sanitizers & New Dispenser
Foodservice Product Positioning
This is a collection of strategic positioning messages targeting restaurant owners and franchise operators.
Ease of Implimentation
New PURELL SOLUTION
Reasons to Believe Focus
Against the disinfectant bucket
Consumer approval
Fear Removal Benefit
Product benefits
restaurant Marketing Tool
Refreshing a Complex Marketing Tool
With so much social noise and over complication of messages, everyone appreciates someone who can make quick understanding of value. This before and after GOJO catalog refresh demonstrates how clean, well organized content can elevate a brand without sacrificing the product details needed to make informed decisions. Fonts, charts, and technical information is presented a a quick-read manner that supports the emotional appeal of cleanliness for the PURELL brand. Click on the catalogs to see the transformation.
