Repositioning a VMS brand to harness the immunity trend

 

Challenge

To take a highly successful range of Zinc products and establish them, in a unique way, with a clear immunity benefit. We also needed to ensure we were unifying the zinc product portfolio with a distinct visual identity and tone of voice that would work across 9 markets; creating a range of assets that would be both authoritative and compelling for healthcare professionals and consumers.

 

Approach

Working with the client, the project was planned over five phases, from a deep-dive into the products and each market’s needs, through the creation of core assets to a final detailed guideline, ensuring every market could emulate the new identity with ease.

As the cornerstone of the campaign we created two key visuals, built around the watchwords of ‘support’ and ‘protect’. These visuals and their supporting copylines emphasised the power of zinc to boost the immune system and the importance of a healthy immune system to fight colds, flu and viruses.

 

 

 

Result

A unified campaign, enriched with a range of assets including point of sale materials, online collateral and key marketing messaging for all touchpoints.

Markets have already confirmed they feel they have the tools to create compelling campaigns in 2022 and beyond.