TORONTO, Aug. 21 /CNW/ -
Purity Life (a Division of SunOpta) is a marketer of a wide range of
natural health products with a number of brands that have been previously
underleveraged within their portfolio. A key component of their brand
portfolio is branded products that they own and distribute such as Vivitas,
one of their large contributors of sales and profits.
Purity Life had identified a market opportunity to launch an innovative
family of supplement products. The challenge was that most products within the
Vivitas line were issue-related, (i.e. Melatonin as a natural sleep aid), as
opposed to habitual purchase and use items. Purity Life identified a potential
market and opportunity to have first mover advantage by having a line tailored
specifically for women. The challenge consisted of creating breakthrough
structural package and graphics that would clearly reinforce the emotive and
functional benefits, while supporting the introduction of a new product
offering that broadened the appeal of the line and increased habitual
consumption and strengthened point-of-entry marketing.
initiated extensive consumer research to understand the emotive needs of
the core target group. Based on these insights, SL developed a range of unique
package shapes and systems in addition to label designs that could effectively
connect with customers at store level. Through the use of research, a final
design direction was selected that leveraged a contour bottle structural
design and bright flower graphics for the supplements line and a pregnant
bottle shape for the prenatal vitamin offering. Although the design process
did explore a wide range of potential names, the name "Vivitas Woman" was
selected by consumers for its ideal fit with the brand promise.
The product is currently being launched and initial sales results are
extremely positive with a target growth of doubling its sales within a year.
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For further information:
For further information: Jean-Pierre Lacroix, (416) 367-1999,