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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands