GlaxoSmithKline Romania: Eurovita
2007 ReBrand 100 Winners > merit
Industry: Healthcare/Pharmaceuticals - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Eurovita is a Romanian nutritional supplements brand produced by Europharm, a GlaxoSmithKline local division. Eurovita ranks 1st on three market categories: vitamins, tonics and minerals. Challenge - In 2005 the market started to consolidate. Eurovita’s volume share was in peril. Despite the strong brand equity, its perceived quality started to decline due to outdated package and lack of communication. Facing consumers’ need of novelty and increasingly restrictive shelf space, the challenge was to re-brand Eurovita in 12 month’s time. Strategy - BrandTailors approached Eurovita as a FMCG brand despite the fact that it’s on OTC, paying the most attention to packaging. The package was shifted from vertical to horizontal in order to gain more shelf space. An emotionally involving package design concept was developed in a very playful manner, inspired by the microscopic view of constantly moving molecules. BrandTailors decided this analogy would be prefect for the multitude of vitamins in a supplement. Result - Only 6 months after the launch - late in 2005, Eurovita had gained 11% volume share, maintaining its 1st position. A European study conducted by Reader’s Digest Magazine, designated Eurovita “The Most Trusted Brand” in the vitamins category in 2006 and 2007. Credits: Client: GlaxoSmithKline Romania - www.gsk.ro Brand Strategists/Designers: BrandTailors - www.brandtailors.com Creative Director: Janos Kurko Brand Consultant: Beatrice Danis Account Manager: Ana Goran [back] |
