First Products: Judy & Trudy

Problem

First Products, a medical supply company in Tacoma, Washington, had been family-owned for 30 years, but its generic name wasn't sticking. Doctors, nurses, and hospital purchasing agents couldn't remember who to call.

Action

Proposed two cartoon characters, Judy and Trudy, as the new faces of the brand, a Caucasian nurse and an African American nurse, friendly and professional enough to resonate with a medical audience. Worked with an illustrator to bring them to life, then commissioned Judy and Trudy bobblehead dolls and gave them away at medical conferences, trade shows, hospitals, and clinics.

Result

The company's name became synonymous with the friendly cartoon nurses. The bobbleheads ended up sitting on nursing station desks and in administrative offices across hospitals, a constant physical reminder of the brand that fed a steady rise in sales and new customer acquisition.