Children’s vitamin brand Bassetts Vitamins has been overhauled by Bulletproof by loosing the “Soft & Chewy” part of the name, redrawing its brand character and creating a new identity.
The product launched in 1995 as a chewable pastille alternative to syrups and tablets and is now the biggest selling children’s vitamin brand and sells one pack per minute according to research by IRI.
Bulletproof was engaged by Ernest Jackson, part of Mondelez International in August 2014 and tasked with making the range easier to navigate in an increasingly “crowded and colourful” sector according to the consultancy, which says it has looked to consolidate the brand’s leading position.
The solution was to create a world that reflected the brand’s offer – “delicious and fruity vitamins for all the family”, according to the consultancy, which says it has looked to bring this world to life in a way that reflects the “caring and comforting nature” of the products and their functional benefits.
The new mark features a new version of the purple and white colour palette to avoid alienating customers.
Meanwhile the jelly character has been redrawn and is present across the range as it “takes customers on a journey from baby through to teens” before disappearing for the adult range, says Bulletproof.
Pack architecture has been clarified to help with identifying and navigating the range. Key information has been given more prominence so quick decisions can be made at point of purchase and fruit illustrations have been added to give “taste appeal”.