PackagingNews
Design consultancy White Communications Group has helped Sanatogen to re-brand its pregnancy range
The Sanatogen range, owned by Bayer Healthcare, offers support to couples trying to conceive, pregnant women and new mums. Hampshire-based White Communications Group has produced new sensory packs for the brand.
According to the consultancy , its key challenges to re-brand the pack included sub-branding, pack architecture, a clear messaging hierarchy of messaging and shelf standout.
‘Sensory new packs’
During pregnancy women experience heightened sensory awareness, particularly in touch and feel, the consultancy said.
It said that it moved to capitalise on this by designing sensory new packs with a new ‘soft touch sealer’ to give it a soft ,deep, almost textured feeling, encouraging the consumer to hold and ‘engage’ with the product at the point of sale.
Sanatogen packs bearing White Communications Group’s new design are now being shipped to stores on high streets across the UK as the cornerstone of a major brand relaunch.
Market research reveals the new design is three times more attractive to consumers, with positive brand communication higher across all metrics in the study.
It’s just the latest major pharmaceutical brand packaging contract won by the Eastleigh agency, with infant medicine Calpol, snoring relief product Snoreeze and smoking cessation brand Nicorette also on its client list.
White managing director Nick Burgoyne said: “Sanatogen is one of the biggest names in vitamins, so to be entrusted with the future of such a key product line is a huge vote of confidence in our abilities.
“We have a real reputation in the industry for helping brands make an impact through pack design and marketing campaigns and that’s down to more than 30 years of experience we are lucky enough to have working at White Communications.”
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