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In-store tricks for VICKS

The Cocoon team unleashed its creativity in preparation of an extensive toolkit for in-store presence of P&G’s VICKS.

The diagnosis: After VICKS reviewed its visual brand assets, the client saw a need to bring a fresh look and feel for the brand’s POS materials and to set brand guidelines for global use (from the CEE region to Russia, India, and Singapore). What a fantastic challenge for Cocoon!

The goal was to create a rich selection of point-of-sale materials for various markets, both in terms of design and technical solutions and assuring maximum coherence in how the brand speaks to its consumers. 


Using the brand’s iconic assets like the shield shape, colours, and typography, we explored an extensive number of ways to effectively bring its identity to life in busy pharmacy environments. The specific needs of different markets, legal regulatory requirements, and technical limitations had to be carefully considered.

The solution: We started with the initial phase of communication ideation – creating powerful, eye-catching key visuals for use across all materials, including the production phase of the visuals, photography and postproduction. Consistent work with the assets, eye-catching sensorial photography, and disruptive shapes and claims resulted in some outstanding on-shelf and off-shelf display materials. 

A complete toolkit and guidelines were assembled using 3-D visualisations, and a video guide was animated to explain the recommended applications at pharmacies.

The result: We significantly helped VICKS to keep its position as the No. 1 cough & cold medicine in the world. And winning the prestigious gold at the POPAI Awards in the DACH region for one of the displays was the cherry on the cake. So, looking for relief with your brief? Don’t call a doctor, get Cocoon!

tags: instore communication photography vicks

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