Strategy & idea:
To appeal to a wider audience, Nannycare Infant Formula needed to communicate its 'more natural', and premium, brand status, but within the confines of very strict marketing regulations. Therefore, whilst the pack architecture and key info had to be retained, its 'more natural' attributes were communicated via new art direction, design and TOV through every constituent part of the brand.
To appeal to a wider audience, Nannycare Infant Formula needed to communicate its 'more natural', and premium, brand status, but within the confines of very strict marketing regulations. Therefore, whilst the pack architecture and key info had to be retained, its 'more natural' attributes were communicated via new art direction, design and TOV through every constituent part of the brand.
Before:
After:
Result:
Key new account gained: Boots. Followed by Tesco and JS.
Key new account gained: Boots. Followed by Tesco and JS.
