Ernest Jackson - Bassetts Soft & Chewy Vitamins

Bassetts Soft & Chewy as a brand entity has become so integrated with its packaging elements that is was ‘lost’ to the consumer, making the overall pack communication product generic with the ‘Jelly Baby’ illustrations conveying confectionery undertones rather than vitamin efficacy.

Ernest Jackson – Bassetts Soft & Chewy Vitamins

Packaging Branded Non FoodDesign Activity

EXECUTIVE SUMMARY

The re-brand of Bassetts Soft & Chewy vitamins is a strong candidate for assessment. Not only has it clearly uplifted sales in a declining sector, it has also shown how effective design can shift consumer perceptions of the brand and give them a reason to believe in the product once more.

  • Post launch sales have increased by 49%.

  • Increase in listings – Full range now listed in all major grocers and pharmacy multiples.

  • Consumer perceptions have changed from a less efficacious children's vitamins...

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