Girvin was asked by the Johnson & Johnson Feminine Care brand team to create a new evolution in strategy for the development of packaging for both Stayfree and Carefree. Our opening responsibility was for one product grouping -- and with substantial marketing success on Carefree, we shifted our attention to the other brand alignment: Stayfree. Both packaging applications were global.
Our role, in connecting with the brand leadership in both product executive teams, was to create a new feminization tactical outcome in all shelf presentations and brand experience. Starting in the beginning, Girvin's strategy, BrandQuest® and Ideator® group linked in closely with the product development and industrial design teams to explore new levels of feminine brand touchpoint experience -- detailing containment, patterning, new shelf presentations, materials, surface and texturing details, messaging and evolution of palette -- as well as the creation of a new iconic device; the butterfly. Girvin shifted the global palette to a richer articulation for a more robust brand expression -- these design languages extended across package groups and all merchandising applications. Girvin built shelf expression tools, brand toolkits, naming and language consulting and brand guidelines.