Every parent knows that sometimes, even when your child doesn't need a bandage, just putting one on can make it all seem better.
Perhaps inspired by this, Beiersdorf-owned bandages brand Hansaplast developed "Hearts," heart-shaped plasters that are meant not for healing cuts and scrapes, but for soothing emotional wounds.
The bandages feature different characters and address particular kinds of hurt feelings -- a tiger for upsets over fighting, a lion for worries over growing up, an owl for small fears, a dove for mistakes and a rabbit for little losses. Each pack comes with its own little book with relevant stories illustrated by different designers. Designed for kids aged 2-6, the product was developed with a child psychologist and made from a new, silicon plaster technology that helps protect children's skin when the sticky part is peeled off. (Note: They're not built for protecting actual cuts and scrapes.)
Brussels agency FCB Happiness, in partnership with FCB's global client hub for Beiersdorf at FCB Hamburg, was behind the idea, following the client's brief to create something that connected emotionally with parents.
"Bandages come in different shapes, sizes, designs -- and some have unique textures or healing properties," said FCB Happiness Chief Creative Officer Geoffrey Hantson. "But we sought to deliver a new type of innovation, one that was emotionally and not functionally driven, to bring a new, distinctive edge to a highly commoditized category. Working with Hansaplast, we realized that a real category void -- and opportunity -- on the emotional front existed."
The bandages are not being sold in stores, yet were distributed as limited-edition giveaways in one of Belgium's largest supermarkets, with hopes to roll out the product to other large Hansaplast markets. The brand's also not ruling out "Hearts" becoming a real consumer product.