Care in 3D
For reasons of efficiency the business had moved to foil pouches with an unfortunate resultant loss of sales. Our brief was to win back consumers with a new structural pack. Through user observation and testing we identified issues with usability which we were able to address in the redesign. The new pack delivered tangible expressions of Cow & Gate’s and Amptimel’s caring brand values. We did this through improvements to sealing, tamper evidence and most importantly accurate and hygienic dosing, both of which were critical to parents of young children. On launch sales leapt up by 16% without the need for supporting advertising.
