This Changes Everything

CREATING A GLOBAL BRAND POSITIONING

For Smith & Nephew - Pico 7

THE CHALLENGE

A global launch for a new product required a harmonised approach to clearly position Pico 7 as the device of choice in a specific wound sector, whilst strengthening and co-ordinating their global brand image.

 

THE SOLUTION

A new, bold and challenging copy line made an impact and resonated with the audience at all three target customer points (surgeons, nurses, procurement). This resulted in a new visual approach with supporting assets: sales aid, trade ad, web banners, and launch and training event activities.

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THE RESULTS

A successful global launch event with all regions aligned on the re-positioned and harmonised messaging and visual assets, led to a co-ordinated communication roll out for the brand and a stronger and more competitive position from which  to compete for market share.

 

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'Thanks for all your support, your creative input this year has really contributed to the success of PICO 7 launch.' 

 

Hugo Lawrence, Senior Global Marketing Manager, Smith & Nephew