Many parents are unaware of the dangers of prolonged exposure to noise over 85 decibels (db) for children. Through consumer research 3M saw the opportunity to educate parents of the possible risks of permanent hearing damage while attending normal family outings like fireworks or concerts. This product lives in a category that is saturated with products that are more safety centric in the colors they come in, which aren’t kid centric. The goal was to create a kid tested solution with their comfort and style in mind while launching a portfolio of kids hearing protection that educates parents around noise damaging sounds.

Through our research we found parents who are purchasing hearing protection are primarily doing their research online and through Amazon reviews. This led to us developing robust A+ content to help in shop ability and ensure parents feel confident in purchasing a 3M product. We include educational information around safe zones of sound and what decibel levels are potentially harmful. Our packaging also does a good job informing consumers of what it is for and why they should consider hearing protection for their children. The side panel of our packaging is where we highlight key features around comfort, durability, and overall kid-centric design. Seeing is believing, which is why for our premium kids hearing protection product we feature a large die cut window allowing consumers to see the pattern, cushy headband, and ear pads. This window also offers greater differentiation between the basic and premium product offering. Informative and fun packaging pairs well with the product, differentiated by using colors and patterns that kids gravitate towards and are excited to wear. We decided to move away from hi-vis colors and black colors to tones that are more approachable and gender neutral.

3M Kids Hearing Protection helps protect little ears from sounds, both big and small, so you can enjoy loud activities or create quiet time at home. With enhanced comfort features and kid-friendly design, kids will put it on — and keep it on. The success comes with creating a holistic solution that pairs both packaging and product together in a fun and educational manor while additionally meeting our consumers where they are primarily researching and shopping for hearing protection. We know consumers (primarily moms) shop on Amazon, but we also have additional placement in brick-and-mortar stores making these safe and spirited hearing protection solutions highly accessible for all parents and children alike.