Quest for Health
Background
Quest Vitamins in one of many brands in the crowded natural supplements and vitamins segment in Canada, with presence in Loblaws and Shoppers Drug Mart, as well as many Grocery and Health Food Retailers. The brand has had a number of corporate owners over the years and recently it was acquired by Purity Life’s consumer products business. It consists of over 126 products that cater to the entire family.
Challenge
The supplements and vitamin category has become extremely competitive with new entrants and a growing desire by consumers to live healthier lives. The Quest brand did not effectively evolve with consumer needs and its presence at retail was being eroded while the brand’s value proposition was not clearly being communicated. In addition to the brand erosion, the category had become very confusing, fueled by the addition of new brands and new product categories with poorly defined benefits.
Solution
Shikatani was retained to dramatically improve the shopability of the line with high impact graphics and packaging re-design and iconography to help consumers navigate the category easier. Purity Life was launching life stage, gender-specific product innovation and the new look of Quest greatly increased the consumer appeal of the proposition
Results
The brand has an aggressive growth target of achieving over ten million in retail sales by the beginning of 2010 and the sell-in success has Purity Life well on the way to achieving its target.