Re-energizing a brand leader
Supradyn – a major global brand in Bayer’s portfolio – needed a strongly differentiated brand platform and visual positioning to create a real point of difference from other ‘energy’ multivitamin competitors. A new master brand framework and architecture was created with a visual segmentation system that is flexible, memorable and highly recognizable. Critical to pi’s work was their understanding of a consumer who is looking for an emotional identification with a brand that would offer them something powerful and meaningful in terms of positive and personal benefit. The brand visual world established encapsulates how Supradyn acts as catalyst to trigger an individual’s natural energy flow, creating a feeling of release: a rippling effect that engenders a continual positive cycle through life. This emotional centre to the brand has claimed a resonance as applied to careful targeting of the different sub-brands and product propositions throughout the Supradyn portfolio.