ABOUT

CONTEXT
Centrum, the principal wellness brand from the world-leading consumer health company, Haleon, had launched a range of benefit blends adult SKUs that focussed on specific health benefits rather than multivitamins. To extend this range they wanted to launch Chewable tablets for kids that would combine fruity flavours with certain health benefits that were specifically designed for kids aged 4-12 years.
We all know how important it is to ensure children have everything they need to grow happy, healthy and strong.
The new range would have four specific benefit blend products focusing on:
"Multi Fuel" – a broad range of vitamins and minerals to help fill nutritional gaps of fussy eaters.
"Immune Fuel" – Vitamin C and zinc to support immune health.
"Brain Fuel" – Choline to support cognitive development and DHA to support general health and wellbeing.
"Vision Fuel" – Lutein and Vitamin A to support eye health.

CHALLENGE
To create a pack design system that showcases the expertise and wellness goals of the Centrum brand.
To bring to life the benefits of the new products and drive high purchase appeal.
To maintain the holistic Centrum Brand look and feel while creating a unique range of packaging that stands out on shelf with bright colours, characters and flavours.

APPROACH
Our approach was simple and unique. Instead of the usual practice of featuring animals on packaging, we chose to leverage the irresistible fruity flavours of our product to capture customers' attention, highlight its benefits, and create a distinct presence on the crowded store shelves.
We conceptualised and delivered a series of illustrated fruits with character and personality that represented the benefits of the variant, while still using Centrum’s ownable circular graphic language. The illustrations further enhanced the design codes of the Centrum brand (designed by the same team) and maximised space on pack by embodying both the benefit and flavour of the product in a distinct fruity character.

Our collection of characters features: Smart strawberry for Brain Fuel, Observant blueberry for Vision Fuel, Vibrant orange for Immune Fuel and Energetic pineapple for Multi Fuel.
Each character was based on our brand circles but with natural textures bringing flavour appeal and fun facial expressions peeking over the edge of the bottle to engage with the consumer and bring each character’s cheeky personality to life. The illustrations have further been utilised by animation in the advertising and retail communications.
While only in market since late Q4 2022, to date the Centrum Kids range has proven to be a great addition to the Centrum family delivering incremental sales since launch. On one of our key retailers, average market share in the weekly periods post launch are up +1.4pts.
Another important retailer also featured the kids range as part of their monthly “Launch and Love” program which showcases the buying teams favourite new products across the total business.