Title | VITAMIN FIX |
Brand | VITAMIN FIX |
Product / Service | VITAMINS |
Category | B03. Non-Food |
Entrant | DDB MELBOURNE, AUSTRALIA |
Entrant Company | DDB MELBOURNE, AUSTRALIA |
Advertising Agency | DDB MELBOURNE, AUSTRALIA |
Name | Company | Position |
---|---|---|
Kirsten Tidswell | Ddb Group Melbourne | Account Manager |
Katie Kouts | Ddb Group Melbourne | Account Director |
Nick Ogilvie | Ddb Group Melbourne | Finished Artist |
Tim Holmes | Ddb Group Melbourne | Creative Director |
Jacqui Lau | Ddb Group Melbourne | Designer/Art Director |
The problem with vitamin drinks in Australia is they’re all the same. They have the same bottle shape with the same candy-coloured labels and the same distinct lack of vitamins. But with 12 vitamins and 8 minerals in every shot, Vitamin Fix is a different kind of vitamin drink. The healthy kind. And since it isn’t very tasty, or refreshing, we needed to make Vitamin Fix stand out as the one genuinely healthy option in a market full of pretenders.
Vitamin Fix is more than just a new product, it represents a whole new category of ‘on-the-go health’. Unlike other vitamin drinks on the market, Vitamin Fix provides more than just refreshment, as it’s actually good for you. Our brief was to develop an iconic product design that communicated credibility and honesty, with a bit of personality. A design that would differentiate the product from other “pretender” vitamin drinks, without coming across as too cold or clinical.
To reinforce the product’s health benefits, we reinterpreted the classic medicine bottle in a very modern way. The style is bold but no-nonsense, reflecting the brand’s honest personality. This is also evident in the self-deprecating lid directions: SHAKE WELL. DRINK FAST. Overall, the result gives Vitamin Fix a contemporary edge and creates a dramatic contrast from its sugary competitors.
Vitamin Fix has only been in market for one month, but is already selling at twice the expected rate. The average launch hurdle rate is 5 units per store per week, however Vitamin Fix has achieved 10 units per store per week with 80% of customers reordering within a fortnight. The product is currently stocked in over 150 stores nationally, with plans for major expansion.