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.

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