Case Study · First Products

Rebranding “First Products” with Memorable Cartoon Characters

Two cartoon characters and a set of bobble-head dolls turned a generic 30-year-old brand name into something hospitals actually remembered.

Problem

“First Products,” a medical supply company in Tacoma, Washington, faced a branding issue. Despite being a family-owned business for 30 years, its generic name was not memorable to customers.
As the marketing manager, needed to develop a strategy to make the company's name and products more memorable, enhancing brand recognition and customer engagement.

Action

Proposed creating two cartoon characters, “Judy & Trudy,” to serve as the new faces of “First Products.” Judy was depicted as a Caucasian nurse and Trudy as an African American nurse, designed to be friendly and engaging.
Collaborated with a skilled illustrator to bring the characters to life with a fun, professional vibe that would resonate with doctors and nurses.
Commissioned “Judy & Trudy” bobble-head dolls, used as promotional giveaways at medical conferences, trade shows, and directly to hospitals and clinics.

Result

Created a memorable brand identity by introducing “Judy & Trudy” as the faces of “First Products,” and the characters quickly gained popularity among the target audience.
The company's name became synonymous with the friendly cartoon nurses, resulting in a significant increase in customer recall and engagement.
This rebranding strategy led to a notable increase in customer loyalty and satisfaction, based on feedback from hospital purchasing agents, nurses, and doctors.
The physical presence of the bobble-head dolls in nursing stations and administrative offices served as a constant reminder of the company's products, translating into a steady rise in sales and new customer acquisitions.

See the work

The actual pieces from this project.

Ads, brand work, video, and documents produced for this engagement live on the portfolio page. First Products: Judy & Trudy