Brand Challenge

As the #1 pediatrician recommended infant formula, Similac was looking to shore up its lead. Our strategic recommendation included a prioritization of on-pack consumer messaging, and deploying strategic design to outshine name and store-brand competitors.

Compelling Results

• The recharged brand architecture presents a stronger brandmark with its unmistakable “best in class” blue ribbon
• We visually segmented the product line to facilitate shopping by product benefit
• Quantitative testing proved our strategy outperformed previous & competitive packaging on key measures