Challenge
Gummy vitamins are the star of the industry, projected to grow at 7% CAGR in the next five years. Multivitamins in tablet format still dominate the market but are projected to decline in share YOY.
The challenge was to launch a gummy multivitamin to drive penetration amongst lapsed/infrequent shoppers, specifically targeting 18 – 34-year-olds.
Insight
50% of consumers reject multivitamins in a gummy format because of negative taste and flavour perceptions.
Strategic Idea
To launch Berocca gummies by showing the product and the target audience in a playful way, driving taste and flavour cues to overcome the barriers to purchase.
Creative Idea
Show Berocca gummies in a fun way, that’s unexpected from brands within the OTC multivitamin category.
Hook
Drive trial of new Berocca gummies.
Activation
Production of a multi-channel global shopper toolkit to launch Berocca Gummies.
Impact
3
Live Markets: uk, Nordics, France
3
More to come:
Benelux, Spain, Italy
+50M
Euros incremental growth ambition by 2027
