Whiz Freedom - Briefing

For the next brief in the 4005 module we are designing packaging for the worlds first antibacterial and hydrophobic female urine director. Because at the moment the packaging is very utilitarian in being just a plastic ziplock bag. The task is to make the Whiz a must have product appealing to new customers and engaging with existing ones. Modernising the brand and taking on a more innovative approach to packaging the Whiz Freedom.

Why does the audience need the Whiz?

It is massively inconvenient and unhygienic for any woman, old or young, highly active or partially/permanently mobility impaired, not to get to a toilet in time. And if you do then you don’t want to sit on an unsanitary public toilet. There are other times when one is not available or when you simply need to go.

The Target Audience

A list was provided showing the audience that is already using it and the new audience that want to attract:

Anglers

Campers and Hikers

Women at the Magnetic North Pole

Women at the summit of K2

Armed Forces

Police Officers

Glider Pilots

Canoeists

Dog Walkers

Horse Riders

Grannies, Mothers and Daughters

Back Packers

Skiers and Snowboarders

Golfers

Visitors to Music Festivals

Drivers Transgenders

Men with cancer who have had penile amputation

Disabled drivers

Truckers

Women with small bladders

Women who have lost limbs

Women with MS

Women with broken limbs

The elderly Women with hip replacements

Women with continence issues

This list can be divided into two groups:

For medical use

For outdoor use

This means that the packaging has to appeal to two different target markets I am going to have to find the balance between it being fun and inviting with it being sympathetic and calming for medical users.

What Makes the Whiz different to other competitors?

There are few other competitors to the Whiz:

Shewee

The Shewee is probably the most well known product because it featured on a TV show Dragon's Den back in 2005. The main difference of this urine director compared to Whiz is that it is a different shape and there are many more different colour options and packs available. However it is not anti bacterial and it is more aimed at people for using for outdoors rather than medical use.

Go Girl

This is probably the most similar product competitor. As it states it is antibacterial with special flexible medical grade plastic the same as the Whiz. However it is not connected to the NHS and seems to be catering for the American market. It is also aimed at a similar target market as the Whiz, which is medical and outdoor use. However the Whiz does have a specific water lily shape which is designed to fit perfectly.

Stand Up

This a one time use urine director. Which is disposable and is much smaller and more discreet so women can put it into their bag without it being obvious. This is the main difference to the Whiz that it is disposable meaning it is less environmentally friendly. The shape is very simple meaning it could also not be actually that functional.

Unique selling point

After analysing the competitor brands the main selling points that make the Whiz different from others is that it is linked to the NHS. Which is a good selling point because it can give reassurance to costumer that it is a genuinely good product.

The shape of the funnel is also unique it is designed to work and fit properly compared to other competitors where most of the shapes were quite rudimentary.

It is also better quality plastic than many of the competitors because it is sustainable and medical grade plastic.

Audience

To do some research I found a review of a female hiker to see what is that they value about the product.

"For someone like me who has trouble squatting, who want to be more discrete, or who simply want more control of their urine, the Whiz Freedom is ideal."

This is something I need to convey when it comes to the packaging that the urine is safe and discrete.

This is a review from a festival goer.

"This whiz device has been a joy to use. I have tried the shewee in the past but I find it way too firm and uncomfortable plus you really have to pee very slowly or you end up pissing all over yourself which is not what I'm into to be honest."

"We love to take road trips, and without this little wonder we would have to take my days holiday just to incorporate my loo breaks"

Summary

Good Quality

Safe

Discrete

Lively and happy