The Purell line of instant hand sanitizers was suffering from a lack of differentiation at shelf. This premium-priced brand needed to convey a “heroic” positioning, communicate product benefits and attract attention in a category often overlooked by consumers in the vastness of liquid hand soaps. With the use of metallic inks and clean, refreshing blues we worked to broaden Purell’s audience by bridging hand sanitizing with away-from-home hand cleaning.