by Ivan Navarro on 02/22/2012 | 3 Minute Read
Back when I was interning, I was once asked by my bosses to buy them tampons. It was actually more of an order followed by, "Oh and make sure it's cardboard and not plastic!". I clearly remember writing this down, even though I had absolutely NO CLUE what they meant. I think they knew too, because as soon as I left they erupted into unanimous laughter, and even told me to "HURRY!"
I won't lie and say I wasn't nervous. Up until that point, I had avoided the tampon aisle at all costs. At 21, the tampon aisle was a treacherous leper colony that was entered only upon necessity - which was never for me. The 15 minutes I spent deciding between "jumbo", "ultra", and "lites" were excruciating and very indicative of my uneasiness towards women's products. Eventually, I texted a good girlfriend, who "LOL" when I told her I didn't know the difference between plastic and cardboard. I mean HELLO!
What wouldn't I have done for HALO back then.
A range of tampons, towels and pantyliners has been created under the HALO brand, and will be available in stores February 2012.
Women in the UK spend over £20 million a month in this category. The Halo Initiative thought it would be great to do something useful with some of thatmoney, and raise funds for women and women’s health charities in the UK. A contribution of 15p from every sale price will go directly to the Halo Initiative.
Tamara Williams, co-founder said 'Everyone at Parker Williams is thrilled to be involved in such a worthwhile initiative, and delighted that Tesco asked us to help create this important new brand. The emotive dual protection message ensures that both the product’s efficacy as well as the charitable initiative at the heart ofthe brand is clearly communicated in a visually distinctive way.'
The distinctive and cheeky 'upside down A' within the Halo brand mark is dressed with lacy knickers giving a light-hearted 'smile' to a category that is historically difficult to navigate. The single minded use of pink creates real stand-out in store and celebrates the brand’s feminine roots. The lacy device is then used to enhance the colour coding for each product type helping overall range navigation and is given further 'playful' emphasis with the 'knickers on the line 'to communicate product differences in a bold and simple way.The design is confident with a caring, sensitive heart – raising awareness and allowing us all to contribute to a great cause with minimum fuss."
Dieline Media & PRINT Magazine