The New Shape to Health
Background
Purity Life (a Division of SunOpta) is a marketer of a wide range of natural health products with a number of brands that have been previously underleveraged within their portfolio. A key component of their brand portfolio is branded products that they own and distribute such as Vivitas, one of their large contributors of sales and profits.
Challenge
Purity Life had identified a market opportunity to launch an innovative family of supplement products. The challenge was that most products within the Vivitas line were issue-related, (ie. Melatonin as a natural sleep aid), as opposed to habitual purchase and use items. Purity Life identified a potential market and opportunity to have first mover advantage by having a line tailored specifically for women. The challenge consisted of creating breakthrough package structural and graphics that would clearly reinforced the emotive and functional benefits, while supporting the introduction of a new product offering that broadened the appeal of the line and increased habitual consumption and strengthened point-of-entry marketing.
Solution
SL initiated extensive consumer research to understand the emotive needs of the core target group. Based on these insights, SL developed a range of unique package shapes and systems in addition to label designs that could effectively connect with customers at store level. Through the use of research, a final design direction was selected that leveraged a contour bottle structural design and bright flower graphics for the supplements line and a pregnant bottle shape for the prenatal vitamin offering. Although the design process did explore a wide range of potential names, the name “Vivitas Woman” was selected by consumers for its ideal fit with the brand promise.
Results
The product is currently being launched and initial sales results are extremely positive with a target growth of doubling its sales within a year.