Design consultancy: Bulletproof
Advertiser: Ernest Jackson & Co / Mondelez International

Executive Summary

Everyone needs extra energy occasionally, and Bassetts Vitamins are no different to the little consumers they take care of. The brand has had a sprightly spring in its step since launch in 1995, but in 2014 seemed to be feeling a little under the weather.

Using a newly defined positioning of 'delicious and fruity vitamins tailored to every stage to fuel full-on families', Bulletproof set about refreshing the portfolio to increase brand blocking, aid navigation and grow the number of shoppers in the family vitamin category, without alienating current consumers.

The result is a fresh new look that has won over new consumers, and increased loyalty from existing fans of the brand.

A brand with a bounce in its step

Since the redesign, Bassetts Vitamins customer sales value has grown by 17%. That's a huge £1.47m increase! But more importantly, that means over 7 million more Bassetts Vitamins-fueled days for children across the UK in the space of the most recent 12 months following the re-launch. (7)