Salts Confidence BE®

International product launch for a leading ostomy brand

Salts Healthcare

Salts Healthcare is one of the oldest family-run companies in the UK, manufacturing and distributing ostomy appliances, continence supplies and additional products in 24 countries worldwide.

Their mission was to increase turnover from £80million to £100million by 2020. Over the past two years, we've rebranded the company and launched their most successful product to date, covering everything from branding and packaging to a full suite of on- and offline marketing materials.

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Interpret + Define

Through research, we helped Salts Healthcare determine its core brand values and differentiator. We discovered the company prides itself on talking to the users and prescribers of its products to ensure they are always meeting customer needs. When it came to developing a new stoma bag, this was the obvious place to start.

After conducting a series of focus groups, we helped Salts whittle down the key take-outs on product preferences, from fit and feel to colours and filter options. This informed months of research in the lab and the creation of their most advanced product to date. Now, all they needed was a name.

Imagine + Create

We developed several product name options around the core benefits and tested them out on potential users. The clear winner was 'Confidence BE®' - an innovative new, stoma bag that would help patients be anything they wanted to be - comfortable, flexible, confident or coordinated.

With a staggered approach to an international launch, we created a long-term strategic marketing plan to drive sales, starting with the UK. Deciding on the proposition: "for all you want to be", we began creating all the assets for a successful roll-out.

Rise + Shine


Our in-house team created the simple logotype, packaging design and promotional cards for nurses to share with patients. As the first stoma bag to be available in black, white and stone, the campaign look and feel reflected this core benefit.

After developing the initial branding, we helped to coordinate an exciting, internal product launch event to galvanise and inspire staff.

Photography and videography

Well before product launch, we recruited several people living with a stoma to trial Confidence BE®. Their personal stories were filmed, photographed and documented in case studies for use in our advertising.


At launch, we used our real patient stories to communicate how the new product was changing lives in a powerful way. Customers were driven to the Salts Healthcare website to find out more and order samples. Press ads appeared in the core ostomy titles and were complemented with a social media campaign on Instagram and Facebook.

Sales aids/detail aids

Full-colour, glossy brochures, printed on good quality stock were produced for both audiences detailing product features and benefits. Technical assessments, graphs and illustrations were an additional feature of nurse literature.

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We planned, designed and executed the successful launch of Confidence BE® at key industry events, such as ASCN (Association of Stoma Care Nurses) and WCET (World Council of Enterostomal Therapists). This included design, art direction, copywriting, build, video, photography, literature, branded goody bags, drinks and giveaways.