Cooper Consumer Health, one of the main players in the sleep category both in Europe and globally, took the opportunity to relaunch the brand Valdispert in a context marked by strong growth. With its new positioning: “the champion of sleep health”, Valdispert offered a range of solutions adapted to the needs of consumers thanks to its formula containing melatonin and other herbal ingredients. Its varied offer, depending on the country, covered differences in design, positioning and the product portfolio itself and its ingredients.
From Little Buddha were faced with a clear marketing objective: relaunch Valdispert as a global sleep brand, doubling its size in the next three years and focusing on a “sleep conscious” consumer: all those who suffer from sleep problems, but do not take any supplements for sleep. solve it.
Faced with this challenging context, they proposed an ambitious mission: transform the Valdispert design, with two key elements. First, elevate the design to match the new branding. Secondly, transform the Valdispert range into a complete “sleep solutions centre” through new product segmentation to drive clarity, distinctiveness and brand trust.
The central axis of its strategy was then to harmonize the different packs on the market under a global, coherent and intuitive design, as well as to transmit the different sub-ranges and the advantages of each one.
This was especially beneficial in those markets where the consumer selects the product themselves, without going through a pharmacy. For example, in the Netherlands, distribution is carried out through supermarkets and e-commerce. Therefore, the redesign had to achieve a great impact on the shelf, clearly showing the easy-to-navigate range and transmitting quality.
Despite offering a complete range of products to combat sleep problems, they found that the brand did not reflect this clearly, lacking its own design elements or visual cues for the Sleep category.
The existing brown brand was challenged to introduce a striking new design, with a more modern color palette and style.
The overall effect was a Valdispert brand design strong and attractive, with a branding based on a distinctive logo, based on a timeless sans serif typography and a subtle moon that can be seen in the letter D. As for the hierarchy of the subcategories, this could be clearly seen through coding chromatic and intuitive visual.
Both the redesign and the simplification of the hierarchy of subranges and formulas have been successful in meeting the objectives of the brief. In consumer packaging research, the new packaging scored +13 percentage points higher than the previous design. Especially in the section of “clarity", 9 2% of consumers agreed that the new packaging was very effective, even for non-sleeping pill users. 88% said the packaging was very clear to them. “Clarity was one of the main objectives of this project, so it was satisfying to see this metric confirmed by consumer studies. " (Reference: Consumer Packaging test, France, August 22)
Likewise, market share in the Netherlands has grown by 12%. In addition, a 7% increase in market was achieved, thanks to a clear design that helps consumers navigate the shelf and find a solution for their specific sleep problem. (Reference; Nielsen data value sell out, Netherlands, MAT Dec'23.)
