Optibac - Spreading the gut word

Optibac Spreading
the gut word

Putting Optibac’s category lead out of sight and
beyond question.

Gut feel to
hard logic

With a UK-wide ban on the word probiotic, we had to re-educate customers on the reasons to go with their gut health.

Leadership locked in

Lock down first place. In a space growing 4x faster than the category around it. With private label ranges eating into its advantage.

Cleansing
consumer
confusion

The new box restores clarity to the category. Breaking the nebulous world of gut health into a straight energising, easy-to-digest design.

A beacon of balance

Front, and centred. Yoga poses provide a visual shorthand for the natural equilibrium the gut keeps in check.

90% less
plastic

A new glass jar adds a premium tint
and cuts plastic waste by up to 90%
on selected SKUs

Healthy screen time

A first ever ad campaign put the category (and its leader) on the radar of audiences it never could have reached. Lifting web traffic by 68% in week of launch.
Research
Quantitative, consumer research shows clear preference for the new pack, versus competitors.
52 SKUs
Portfolio halved in complexity, from 100+ to 52 SKUs
1 solution
A unified label for the United Kingdom and United States

What Did We Do?

Audit & Category Mapping
Ethnographies
Focus groups
Internal & External Quantitative Surveys
Brand Strategy
Brand Positioning
Brand Identity
Packaging design
Bespoke Illustrations

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