Bassetts Vitamins Redesign on Packaging of the World

Agency: Bulletproof
Project Type: Produced, Commercial Work
Client: Mondelez International
Location: London, UK
Packaging Contents: Vitamins

Bassetts Vitamins re-launches with a revitalised design by Bulletproof

Bassetts Vitamins, the number one children’s vitamin brand(1) is set to re-energise the vitamins category with the re-launch of its entire range featuring a new brand identity and packaging design by brand design agency Bulletproof. The agency was appointed by brand owner Ernest Jackson (part of Mondelez International) in August 2014.

Bassetts ‘Soft & Chewy’ Vitamins first launched in 1995 and created a revolutionary, tasty, soft and chewy pastille alternative to children’s syrups and tablets. Such was its success that the brand grew to become the number one children’s vitamin brand and their best-selling variant, Early Health Strawberry, sells one pack every minute.(2)

Despite its strong position in the vitamin sector, Bassetts Vitamins faced strong competition in this crowded and colourful fixture and needed to make its range easier to shop. It was time for the brand to shout loud, reaffirming its leading position and reminding Mum just why they should choose Bassetts Vitamins.

Bulletproof said: “Our first challenge was to create design platforms and Brand Worlds to reflect the brand’s offer – delicious and fruity vitamins for all the family. We then needed to bring these to life in a way that would reflect the caring and comforting nature of Bassetts Vitamins while delivering on the functional benefits of each product.”

Extensive consumer testing(3) revealed that one of the biggest barriers to purchase is simple confusion at fixture. To help combat this, we created a simple pack architecture and a clear colourway that allows mums to focus on the important information when making quick decisions at point of purchase. For added taste appeal, fruit illustrations were introduced to the design illustrating the delicious fruity natural flavours of the products.

The combination of a great re-launched range, a new brand positioning and unique ownable branding and packaging brings Bassetts Vitamins back to its former glory, and a smile to the face.

Skye Symes, brand manager for Bassetts Vitamins says: “Bulletproof were instrumental in the revitalisation of our brand – the new design they created is engaging, while helping mums easily navigate the range. This is a major step forward for the brand and we can’t wait to see the results over the coming months.”

(1) IRI SIG Unmasked Unit Sales 52w/e 16.05.15
(2) Source: The equivalent of one pack per minute based on IRI SIG Unmasked Unit Sales 52w/e 11.07.15.
(3) Bassetts Vitamins Qualitative & Quantitative Analysis January 2014, October 2014, January 2014.