Changing who New Zealanders
Would you want to share your bathroom with a stranger? It may seem an unusual question to ask about body wash creams and hand washes, but when we looked at what New Zealanders were being asked to take into their bathrooms, familiarity and freshness were missing.
Health Basics was an established personal care brand in New Zealand FMCG channels but struggling to find a place in a market awash with look-alike international brands. We saw an opportunity to bring the NZ back by highlighting the unique qualities of New Zealand ingredients and renaming the products to include place names that really meant something to Kiwis. We also advocated moving away from the formulaic Aloe Vera to locally sourced Harakeke flax as a foundation ingredient.
• Shift from No. 3 to No. 2 within 6 months
• Volume growth 17.6% – almost double organic
• Bodywash sales up 30% yoy, 7% ahead of API
• Value growth 13.3% vs 8.7% category growth
Completely reinvented packaging – including removable front labels (to help the product feel less intrusive at home) and a modern reinterpretation of the “soap on the rope”. Strong shelf presence – thanks to a broad pack-face and horizontal graphic treatment. New naming regime – disruptive for the category. Facebook advertising, and ultimately television advertising.
“Engaging the Milk team on the brand refresh of API’s largest brand was the best decision we could have made. Milk has lived up to their promise of innovative and insightful, by delivering a revolutionary take on the Health Basics brand, with a unique pack format and own-able brand positioning. Milk worked on every facet of this cohesive brand launch from Brand development, pack format, website, media and supporting communications to ensure a cohesive and integrated campaign. I entrust them as co brand owners of the Health Basics brand, we work in partnership. This group of talented individuals are immensely strategic, approachable and a real pleasure to work with.”
Marketing Manager, API Consumer Brands
Marketing Awards 2013
Finalist in 2 categories: Insight and Marketing Leadership
(up against global players with multi million dollar budgets – ANZ, BNZ, Air NZ etc)
BEST Design Awards 2013
Finalist for Identity Development (Large Scale) & Packaging.
Health Basics rebrand, digital & media campaign.
Ongoing since 2011.
Initial scoping workshop, insight research, brand story, personality and development, Visual Identity system, development of unique packaging forms, packaging design, naming and all copy/pack language, POS design, Website design and development, Trade marketing, Exhibition, Video production, Consumer promotion campaigns integrating social media, and art direction for TVC.