VITAMIN FIX

TitleVITAMIN FIX
ClientVITAMIN FIX
Product / ServiceVITAMINS
CategoryB03. Non-Food
EntrantDDB MELBOURNE, AUSTRALIA
Entrant Company DDB MELBOURNE, AUSTRALIA
Advertising Agency DDB MELBOURNE, AUSTRALIA

Brief Explanation

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.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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