As a global leader in plasters, Hansaplast markets a superior product that offers the best protection to ensure optimal healing of minor injuries. Unfortunately, outperforming the competition is not always sufficient to win the battle against private labels. So next to share of market, Hansaplast also needed to conquer share of hearts by emotionally bond with its main target: parents.

Hansaplast Hearts is a premium giveaway. Each box contains 10 heart-shaped plasters with a total of 5 different designs, linking back to the 5 main little heartaches. The box also features a little book, containing 5 relevant heartwarming stories. Each plaster design links back to one of the relevant stories in the book, developed with a child psychologist. In april, thousands of Hearts boxes were distributed as a free promotional gift in Belgium’s biggest supermarkets Carrefour & Cora. Via a seeding strategy parents could also get their free box online: http://Littleheartaches.com