Holt Hosiery

LOOK
It’s tough for sock makers these days to differentiate products from the competition, when it seems that all the retailer cares about is price, price, price. But our sock client had a unique product concept in the “good for you” sock category, and they were determined to leverage it. We agreed.

learn
Our challenge was to develop an identity and packaging that clearly showcased product benefits. Along with spending time with the client to evaluate the unique features of their new product line, we also researched the marketplace and found an opportunity to leapfrog over the competition with a new approach, an intriguing name and a clean, stylish look never seen before in a medicinal product.

leap
From our research, we knew clients only have a few seconds to get the consumers’ attention in this category. When socks are actually good for health, people need to know it. And the name we created — Pure Care — says it well. Bright, attention-getting colors and fresh language spelled out the health benefits, along with packaging designed to show off the product features. We topped off the initiative with a merchandising vehicle that allows the program to slide out of the shipping carton in a turnkey fashion.

LAND
Success is defined by placements in very difficult food and drug channels, where retailers are looking to cut hosiery space rather than add. But add they did, with our client gaining distribution in major national retailers such as Walgreen’s, Publix and Kroger with a total of over 22,000 retail stores.