In an increasingly complex world, it’s hard to be simple. Yet, most of us are hungering for simplicity in our hectic lives.
New York City start-up company Help Remedies recently entered the marketplace with six over-the-counter (OTC) products and a decidedly unconventional approach to health care packaging. Judging from their clean minimalism, it seems Help Remedies aims to revolutionize OTC packaging, and I think they’re onto something here.
If there’s one lesson to be gleaned from their approach, it’s this: Any commodity product can be packaged to look like anything but. Logging on to the company’s website, the first thing we see is: “Help: I want to help someone.”
Immediately, there’s empathy and outreach couched in simple messaging.
Take a look at the products and product packaging. Packaging is entirely compostable, made of molded paper pulp and a bio plastic primarily made of corn. Cool or what? The word “help™” appears in the upper left-hand corner on soft white pillow-like packaging. This is followed by one simple ailment presented in the first person.
- “help™ … I have a headache.”
- “help™ … I can’t sleep.”
- “help™… I have allergies.”
You get the idea. After the listed ailment, there’s information about the contents in a few short words.
Each white package is outlined by color and the word “help™” appears in that same color. Remedies are line-priced at $4 each. This is simple, effective segmentation. These products present simple solutions for common health issues.
The company statement on its web site is: “We think a little help, honesty and kindness go a long way.” The subliminal message is: “We’re all in this together.”
These are commodity OTC products, but clever marketing and unusual packaging have elevated them to become one-of-a-kind, unique solutions.
Take a look at consumer products in a specific category you’re interested in.
- What can be done to make them more appealing and stand out from the crowd of products on the shelf?
- What would you like to see done with the packaging for a new entry of commonplace products in the marketplace?
I’d love to hear from you: designers, marketers and avid consumers all.
Tags: Advertising, Marketing
Very clever. I love on the “Help – I have a headache’ page where it explains why they don’t use the term “extra strength.” So true – we all want extra strength; why not just make that the norm. It’s a good way of calling out competitors as “stupid marketers.” Kinda like the amp that could be turned up to 11 in Spinal Tap.
bd
@bdunc1
Hi Brett,
Thanks for adding your comments to my post. I appreciate it. Just one thing: I do not believe Help Remedies’ approach to packaging and marketing its new products is an attempt to frame competitors as “stupid marketers” in consumers’ eyes. Rather, I think it’s a strong way to differentiate its brand from myriad others on the shelf. Remember that in every consumer product category, there are seemingly limitless choices. How better to take a start-up from 0 to 60 MPH than by using a unique, and even startling approach to marketing? That’s my opinion. What say other DF readers?
Hi, Ted. I went to the home page and thought that if I clicked on a box with that particular ailment, I would end up on that ailment page. That didn’t happen. Did I miss something?
Hi Elaine,
When you go to the home page, click on “about” in the mast, then on “products” and the appropriate ailment in the drop-down box. That’s all there is to it. I know what you mean, though: shouldn’t we be able to click on the appropriate ailment right on the home page to get the info we’re looking for? Great point. Thanks for making your observation, Elaine. It’s a good one.