IN THE CATEGORY
A NEED FOR PREMIUMISATION
With the introduction of the new HMO (Human Milk Oligosaccharides) ingredient to Similac infant formula, the product reached a superior degree of formulation. This innovation had to be translated through an upgraded global pack look and feel.
The challenge in Asia was that the new HMO global pack design did not look premium enough for this market.
UNIQUE AND DISTINCTIVE
Hence we had to adapt the global HMO pack for Asia in order to make it more premium and distinctive on shelf. To do so, we brought in more gold, reworked on the HMO icons, and gave more visibility to the product RTBs.