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Wellboost:
From adversity comes opportunity

THE BACKGROUND

When COVID-19 hit Australian shores, the supply chain for many products was dramatically impacted. In particular, vulnerable groups such as remote and elderly communities were unable to source their nutritional supplement powder as many market leaders in the space were imported through their multinational owners.

 

 

THE OPPORTUNITY

Our client, Frosty Boy Global seized this opportunity to provide a nutritional supplement powder that answered these demands. They also had the benefit of having a local manufacturing facility and a team of experts who could meet the urgent supply needs in a short period of time. 

Our challenge was to rapidly pull together their brand identity, packaging and marketing collateral in just a matter of weeks. We pulled out all the stops to help our client launch their product in such an unusual time.

THE STRATEGY

A traditional manufacturer with heritage in the dessert and beverage segment, our challenge from a strategy perspective was how to create credibility in a market they were not known in. We also had to ensure that our packaging had shelf appeal and could proudly sit beside dominant and well established players such as Nestle.

THE CREATIVE IDEA

As Frosty Boy Global was new to the dietary supplement market, it was key to establish credibility with our name and packaging.

We named the new product Wellboost – a simple name that had cues of healthiness and vigour. The design elements featured a clean and modern interpretation of the existing category. The use of blue and white are used to evoke images of trust and hygiene, with a splash of freshness to highlight our health benefits and appeal to international markets.

SUB BRANDS

THE ROLL OUT

THE WEBSITE

THE NEXT

Frosty Boy Global produced 10,000 units in their first run in early April, followed by another mammoth production run numbering in the tens of thousands. They have also received numerous expressions of interest from many of the 65 countries they are currently operating in.

DELIVERABLES

  • Brand identity and strategy
  • Brand design guidelines and tone of voice development
  • Messaging matrix
  • Brand positioning and purpose
  • Customer segmentation
  • Targeting
  • Value proposition
  • Go-to-market strategy
  • Brand architecture development
  • Portfolio planning
  • Research and analysis

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