Salts Confidence BE®

International product launch

Salts Health­care Inter­na­tion­al prod­uct launch

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.


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.


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.



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.


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.

Exhibition stand