Expertise
- Creative Design
- Research Strategy
Client:
Eakin
Industry
Eakin freeseal® launch: Find your Fit and Unlock your Unstoppable
Eakin Healthcare, a producer of stoma care products, sought to launch the extended range of its eakin freeseal®, designed to meet the diverse needs of Ostomates and stoma care nurses across 11 global markets. With competition intensifying and a significant percentage of Ostomates experiencing leakage but not using a seal, the mission was clear: to drive product trial, increase sales, and redefine brand perception.
The strategy
Eakin operate in the competitive market of stoma care products with ranges of pouches, seals and other stoma care products. Eakin's heritage lies in the development of an industry-leading seal named eakin cohesive®, which became a global leader in the seals category. As competition intensified, eakin developed a thinner version known as eakin freeseal® which also had a different composition to its predecessor. Freeseal® was well received, and now eakin are extending their freeseal® range to be more inclusive of different stoma shapes and sizes.
Our approach was rooted in deep research and customer insight. We discovered that 69% of Ostomates don’t use a seal, despite 76% experiencing leakage. Recognising the emotional and practical impact of stoma care, we aimed to shift perceptions from clinical necessity to personal empowerment.
The strategy focused on two audiences:
· Ostomates: Encourage them to feel confident, excited, and ready to try a product promising life-changing freedom.
· Stoma care nurses: Equip them with knowledge, reinforce their critical role in product recommendation, and instil confidence in eakin’s solutions.
We anchored our campaign on the platform “Eakin Seals – The Perfect Partner to Your Pouch. It Starts with a Seal.” This became the foundation for product positioning, supporting both eakin freeseal® and eakin cohesive® ranges.
The solution
Our creative concept, “Find Your Fit and Unlock your Unstoppable,” brought eakin’s new Ostomy DNA to life through bold, dynamic messaging and visuals. We balanced emotional storytelling with rational product benefits to create a compelling, dual-audience campaign. Our dynamic value proposition was to empower individuals, stamp out the stigma and deliver products that feel more high-street rather than hospital.
Key elements of the campaign included:
· Multichannel campaign: A fully integrated campaign leveraging brochures, print ads, direct mail, CRM activations, and digital assets.
· Event presence: A custom-designed exhibition stand for the WSC ASCN event in Glasgow, maximising visibility among stoma care professionals.
· Stakeholder workshops: Collaborative workshops ensured alignment on messaging and strategy across internal teams.
· Internal launch plan: A comprehensive internal communications program prepared colleagues for this bold new direction, embedding the evolved brand DNA.
The impact
The launch achieved significant milestones, having successfully activated in 11 global markets with tailored messaging for Ostomates and stoma care nurses. By combining emotional appeal with practical benefits, eakin freeseal’s extended range launch not only elevated the brand’s market presence but also empowered its audience—helping Ostomates “Find Their Fit and Unlock Their Unstoppable.”
