Hedrin has unveiled a new brand creative platform and packaging design, and brought it all to life in an empathetic but light-hearted and playful way via a new integrated campaign across TV, print, PR and digital.Following a period of increased competitiveness in the category, the Hedrin team and their lead creative communications agency Bray Leino carried out comprehensive usage and attitudes research with over 500 consumers. They identified two main consumer types: the “anxious” mum and the “resigned” mum. The new creative platform, “No Drama”, perfectly addresses both consumer groups and their specific needs. It provides a versatile creative platform for ongoing activity across multiple integrated channels.The new packaging designs are in stores now, featuring an innovative approach to presenting usage instructions for consumers alongside a snappy design, simplified product descriptions and a 100% satisfaction money back guarantee.The integrated TV, print, PR, digital display and search campaign launches in August, conveying the light-hearted creative idea and striking a friendly tone that the consumer research indicates will resonate with all parent groups.CreditsChief Executive Officer: Kate Cox