Context: With a 35-year history, Philips Avent is a mother and child brand focused helping parents provide the best care for their baby with innovative products to help nurture the best care for parents and infants. With the introduction of new competitive SKUs into the retail landscape, Philips Avent began to lose market share. It was hypothesized that a packaging update would create freshness and convert shoppers.
Challenge: To create a cohesive packaging communication platform that can scale across their full range of products and touchpoints that provides credibility, a unique sense of “newness,” increased premium perception, strong shelf presence and clear differentiation between the 3 product lines on shelf.
Solution: Increased the impact of the legacy Philips Avent color palette on packaging to create striking differences between the product lines, along with a communication hierarchy that spotlights the key points of differentiation and their benefits.