Stanley, Black & Decker’s Innovation Team was tasked with building a new brand for the SBD portfolio in the home healthcare space. Pria, the ultimate home care companion, is not a mere medication dispenser, but a revolutionary tool that ultimately bestows a sense of relief upon caregivers managing their aging loved one’s in home healthcare. Tasked with shaping and propelling a new brand in the healthcare space, we strategically directed our marketing approach towards the middle-aged female caregiver.