{"id":368,"date":"2024-05-24T01:00:11","date_gmt":"2024-05-24T01:00:11","guid":{"rendered":"https:\/\/www.marsunited.com\/uk\/?p=368"},"modified":"2024-05-27T01:09:56","modified_gmt":"2024-05-27T01:09:56","slug":"project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies","status":"publish","type":"post","link":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/","title":{"rendered":"Project Candyman \u2013 The global launch of new Berocca Energy and Immunity Gummies"},"content":{"rendered":"\n[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Challenge” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>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. <\/p>\n

The challenge was to launch a gummy multivitamin to drive penetration amongst lapsed\/infrequent shoppers, specifically targeting 18 \u2013 34-year-olds.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Insight” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span>50% of consumers reject multivitamins in a gummy format because of negative taste and flavour perceptions.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Strategic Idea” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>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.<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Creative Idea” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Show Berocca gummies in a fun way, that\u2019s unexpected from brands within the OTC multivitamin category. <\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/Picture-1.png” title_text=”Picture 1″ align=”center” _builder_version=”4.25.0″ _module_preset=”default” width=”80%” module_alignment=”center” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Hook” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Drive trial of new Berocca gummies.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”40px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Activation” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”b282b9d3-546d-4af4-a1ee-702a208ac01c” max_width=”744px” custom_padding=”|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Production of a multi-channel global shopper toolkit to launch Berocca Gummies.<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px|0px|0px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”Impact” _builder_version=”4.25.0″ _module_preset=”cafc6ebb-3f2c-4a23-9e34-d07608a4ee64″ max_width=”744px” custom_padding=”0px|0px|24px|0px|false|true” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_heading][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.25.0″ _module_preset=”default” width=”100%” custom_margin=”0px|0px|24px|0px|false|false” custom_padding=”0px|0px|0px|0px|false|false” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_3″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”3″ _builder_version=”4.25.0″ _module_preset=”07ecdeab-251f-496f-aa1f-8f1ca63dd89e” title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”0d658811-2be3-4a18-9ce7-62cf6f279cfa” text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Live Markets: uk, Nordics, France<\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”3″ _builder_version=”4.25.0″ _module_preset=”07ecdeab-251f-496f-aa1f-8f1ca63dd89e” title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”0d658811-2be3-4a18-9ce7-62cf6f279cfa” text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>More to come:
Benelux, Spain, Italy <\/span><\/p>[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_heading title=”+50M” _builder_version=”4.25.0″ _module_preset=”07ecdeab-251f-496f-aa1f-8f1ca63dd89e” title_text_color=”gcid-40f11e33-f36e-4924-a466-57d51b53dd28″ global_colors_info=”{%22gcid-40f11e33-f36e-4924-a466-57d51b53dd28%22:%91%22title_text_color%22%93}” theme_builder_area=”post_content”][\/et_pb_heading][et_pb_text _builder_version=”4.25.0″ _module_preset=”0d658811-2be3-4a18-9ce7-62cf6f279cfa” text_text_color=”gcid-92bb32dd-6e0e-4429-9d44-293093944292″ global_colors_info=”{%22gcid-92bb32dd-6e0e-4429-9d44-293093944292%22:%91%22text_text_color%22%93}” theme_builder_area=”post_content”]

<\/span><\/span><\/span>Euros incremental growth ambition by 2027<\/span><\/p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” width=”100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/Picture-2.jpg” title_text=”Picture 2″ align=”center” _builder_version=”4.25.0″ _module_preset=”default” width=”80%” module_alignment=”center” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section]\n","protected":false},"excerpt":{"rendered":"

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 \u2013 34-year-olds.50% of […]<\/p>\n","protected":false},"author":26,"featured_media":385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"acf":[],"yoast_head":"\nProject Candyman \u2013 The global launch of new Berocca Energy and Immunity Gummies - Mars United - United Kingdom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Project Candyman \u2013 The global launch of new Berocca Energy and Immunity Gummies - Mars United - United Kingdom\" \/>\n<meta property=\"og:description\" content=\"Gummy vitamins are the star of the industry, projected to grow at 7% CAGR in the next five years. 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The challenge was to launch a gummy multivitamin to drive penetration amongst lapsed\/infrequent shoppers, specifically targeting 18 \u2013 34-year-olds.50% of […]","og_url":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/","og_site_name":"Mars United - United Kingdom","article_published_time":"2024-05-24T01:00:11+00:00","article_modified_time":"2024-05-27T01:09:56+00:00","og_image":[{"width":990,"height":557,"url":"https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/project-candyman-featured.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/#article","isPartOf":{"@id":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/"},"author":{"name":"","@id":""},"headline":"Project Candyman \u2013 The global launch of new Berocca Energy and Immunity Gummies","datePublished":"2024-05-24T01:00:11+00:00","dateModified":"2024-05-27T01:09:56+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/"},"wordCount":1627,"commentCount":0,"image":{"@id":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/#primaryimage"},"thumbnailUrl":"https:\/\/www.marsunited.com\/uk\/wp-content\/uploads\/sites\/4\/2024\/05\/project-candyman-featured.jpg","articleSection":["Case Study"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/","url":"https:\/\/www.marsunited.com\/uk\/2024\/05\/24\/project-candyman-the-global-launch-of-new-berocca-energy-and-immunity-gummies\/","name":"Project Candyman \u2013 The global launch of new Berocca Energy and Immunity Gummies - 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