Lingo, by Abbott
Taking the first-of-its-kind biowearable from clinical device to must-have online and on shelf
Lingo is the first glucose biosensor to show people, in real time, how their body responds to food, stress, sleep and exercise. Household partnered with Abbott to build the go-to-market strategy: a retail experience ecosystem spanning packaging, retailer partnerships, and Amazon e-commerce, all built around a single idea, helping people get to know their glucose, and turn that insight into healthier habits, wherever they shop.
The Brief
Landing Lingo in retail demanded a lot shoppers from shoppers: a new brand, a new category, a new technology, and new behaviours, all at once. Household designed every touchpoint to work hard to drive comprehension and conversion, from the retailer pitch that got Lingo onto the shelf, to the pack in a shopper's hand, to the product page that has three seconds to earn a click.
Retail-ready packaging. Seen from ten feet, understood at five, bought at one.
Household created a packaging concept designed to disrupt the overtly medical codes of the category. A bold, edge-to-edge logo makes the brand visible from across the aisle. Life-size product imagery and a plain-speaking description show shoppers exactly what is in the box, while simple benefit icons and the line “Know your body. Eat smarter. Reach your goals.” explain why it matters. Lifestyle imagery shows the sensor in use, an app screen shows the unique real-time data feature, and a QR code and pull-tab call to action keep shoppers moving once the box is in hand.
An Amazon product page built for how people actually shop
Household designed the Amazon product page and brand store around what a shopper actually needs to move forward at each stage: a clear, inspiring intro to answer what Lingo is from the outset, benefit-led content broken into bitesize modules, FAQs and real expert voices to build trust in an unfamiliar category, and a simple step-by-step demo and call to action that removes any doubt about what happens once the box is opened.
Turning every aisle into a point of discovery
Household designed a communications hierarchy and merchandising toolkit that plays to the strength of physical retail: bold stand-out in aisle, whilst also showing up in the everyday shopping missions where health and nutrition decisions are already being made.
Power aisle promotions, cross-merchandising and guerrilla point-of-sale connect Lingo to the pharmacy counter, the grocery aisle and the checkout snack run, turning ordinary points of sale into points of discovery and pulling Lingo into more baskets than its own shelf edge could ever reach alone.
The Result
One retail experience ecosystem, from the retail buyer's desk, to the shelf, scroll, and aisle. A story compelling enough to win distribution, packaging bold enough to be found, a product page built for how people actually shop online, and an in-store presence that shows up well beyond its own fixture. Wherever customers encounters Lingo, the invitation is the same: don't guess what's good for you, get to know your glucose.