MAKING B-SURE HEALTHIER

- Marketing Communication

About the Product

B-Sure is a new sugar-free health supplement which is for everyone hoping to achieve a healthy and active lifestyle. British Lifesciences, the makers of B-Sure wanted to emphasise the product's key properties, such as being sugar free and therefore diabetic-safe, having 29 nutrients and antioxidants and having two flavours to appeal to all age groups. Also, among its main benefits are that it is used for glycaemic regulation, sustaining muscle and bone strength, maintaining heart and digestive health and it can help in weight loss.

The scope of the challenge

As a new launch, the product had no previous history, and therefore no customer awareness or loyalty. Further to this, the market is saturated with health nutrients of different grades, purposes and branding, making product differentiation and selection difficult for consumers.

Solution

We decided on an omni-channel approach to appeal to consumers via both print and digital media. After careful research of the market and customer's strategy, we decided to create three types of assets:

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  A product video

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  An informative eCommerce-friendly webpage

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  Leaflets

Putting the Plan into Action

• Product Video

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  As the product is targeted towards all age groups from children to seniors, we chose a hero character as the product ambassador.

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  We decided on an animated video with a VO and supers to emphasise product benefits and illustrate overall health benefits.

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  The end result was a 40 second information-packed, engaging video done in-house, on budget and within tight timelines.

• 2. Website

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  A new webpage was designed within the larger company website

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  Technical design focused on creating a responsive, platform-agnostic website with a single-page scrolling layout, and a “buy now” feature.

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  The design of the website emphasised friendliness and transparency inside a minimalist theme with authentic imagery and custom graphics.

• 3. Leaflets

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  The leaflets were part of the offline strategy but would also tie in with the website and video for an omni-channel experience for multimedia users

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  We developed four concept mock-ups of which the client chose two. We then took key elements from both designs for the final version

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  The result was an attractive, easy-to-spot set of brochures and insert leaflets incorporating modern typography and image philosophy. The client expressed complete satisfaction with it and stated all its intended goals had been met

Results

The triple-asset methodology worked extremely well. The client used the materials extensively in its launch campaign and continues to do so today. On top of this, British Lifesciences has expressed a desire to explore other opportunities to work with us again. That, at the end of the day, is the best outcome we can expect!