BXP - April 2017 - 32

32

denotes fast, powerful relief. This triple-embossed device is

Following competitor analysis, a new color palette was de-

color-coded across variants, for better differentiation.

veloped for Ibuprom that blends blue (representing trust and
confidence) with purple (breakthrough and authority). The

REBRANDED PRODUCT IS EASIER TO RECOMMEND

new look encapsulates USP Zdrowie's values, with a circular

Alicja Kolesnik, from pharmacy chain DOZ SA, comments:

form that reflects the company's evolution. A central almond

"The introduction of one consistent pack structure and easy

shape alludes to USP Zdrowie as the mother, the caregiver,

identification of different variants helped our pharmacists to

with twin arms, reaching upward, evoking yin and yang-a

navigate with recommendations to our patients."

balanced life.

As Jurgawka explains, "roughly 80% of Polish shoppers have

ONE CORPORATE BRAND

a brand in mind, when they reach the store." It was impor-

BUT MANY NATIONAL HERITAGES

tant, therefore, to maximize impact right along the path to

The same depth of strategic thinking and research behind

purchase. "We are very strict about using the brand assets

the Ibuprom relaunch has been applied to restaging new

across all touchpoints, including TV, and all instore commu-

acquisition Naturell. An OTC range of supplements, Naturell

nication," Jurgawka adds. "There is huge consistency. The

is a Swedish product line but was already available in Poland.

Speeding Bullet plays well in TV commercials, so we copy-

The former, as Goldstein points out, leads "with the formula

paste it into other forms of consumer communication."

rather than the brand is a private label strategy."

This cohesive brand experience has delivered consistent

Color Crayon Research, where consumers are asked to draw

results, with 5% growth in gross sales value, and market share

the category from spontaneous recall, identified dominant

up by more than 2%. Jurgawka says this is "quite a success

visual codes, and confirmed low levels of brand recognition.

considering the leadership position Ibuprom had at the time

To design the identity, Goldstein looked to Naturell's Swedish

and additionally a very competitive market with several new

heritage which, Jurgawka says, has "a very specific, positive

entrants."

connotation in Poland." The product is also a "pharmacists'
brand," which means that pharmacists are happy to recom-

NEW LOOK REFLECTS CORPORATE BRAND VALUES

mend but the products are often stored in drawers, rather

Another of USP Zdrowie's key marketing objectives was

than on-shelf. Jurgawka describes this as an "Ah-ha mo-

to raise awareness of its corporate brand, and become, in

ment," when the teams realized that the side panels needed

Jurgawka's words, "a branded house, not a house of brands."

to communicate as clearly as the front of the package. With

This reflects a trend, among CPG businesses, to embrace

a limited canvas on which to communicate, the Goldstein

greater transparency. It was also intended to emphasize the

Group's designers developed an identity and set of symbols

company's Polish heritage.

to trigger rapid recognition and trust. The restaged Naturell
brand launches in May and is set to emulate Ibuprom success,

The company had rebranded from its original U.S. Pharmacia

now that it has the right strategic prescription for success.

name in 2010, to break from what Jurgawka describes as
"Anglo-Saxon" associations. Previous iterations of the iden-

For more information, visit

tity had not fulfilled expectations. Goldstein feels that they

USP Zdrowie: www.uspzdrowie.pl/en.html

had lacked grounding in brand strategy (as she puts it, "a

Ibuprom: www.ibuprom.pl

brand without a plan is just wishful thinking.").

The Goldstein Group: tggsmart.com
DOZ SA: dozsa.pl

Working with The Goldstein Group's brand matrix provided

Nurofen: www.nurofen.com

the basis for design territories, using the agency's sequence

Panadol: www.panadol.com

of cognition: colors first, then shapes, symbols and words..



A PR IL 2017

|

BRAND EXPERIENCE


http://www.uspzdrowie.pl/en.html http://www.ibuprom.pl http://www.tggsmart.com http://www.dozsa.pl http://www.nurofen.com http://www.panadol.com

Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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