Re-design the In-Aisle Experience

An advertising agency and their client, a well-known provider of self-care products, sought to transition a common oral care product from hygiene to the larger health and wellness category. The client engaged W5 to confirm insights on Millennials’ and Boomers’ approach to oral hygiene and test campaign concepts targeting each audience.

APPROACH

W5 invited Millennials and Boomers to participate in an interactive, three-day online discussion. Participants first answered questions and completed a series of activities including a video “show and tell” of products they used during their morning routine regarding their personal approach to health and wellness. Next, oral care was introduced into the discussion to explore how it related to or differed from common health and wellness practices.

As a final step, W5 presented the Millennial and Boomer campaign concepts connecting oral care to health and wellness. A heat mapping activity with markup tools gave participants the opportunity to pinpoint specific likes, dislikes, or areas of confusion for each concept. Follow-up questions allowed for deeper probing on commonly held beliefs and attitudes toward the product and its likelihood to enter the health and wellness space.

RESULTS

The client used the research findings to refine the campaign concepts and develop a product kit pairing their oral care product with an optimal mix of health and wellness items. Additionally, the client used the results to design an in-aisle retail strategy to capture shoppers’ attention and encourage trial.