Centrum ProNutrients Naming, Branding & Package Design

Pfizer commissioned us to work on the branding and packaging for its biggest global launch of 2011. They were launching 3 new lines in the vitamin category. Working with three distinct lines on separate designs it became clear to our team that we were heading in the wrong direction. If this was a Centrum brand extension that should be highlighted and the lines should be cohesive in their branding. We convinced Pfizer this was the right direction to head in and their CMO agreed. The hierarchy started with the Centrum endorsement as consumers know and trust the brand. The line extension was next in hierarchy with prominent new name and line extension (i.e. Omega 3). The claims were highlighted using icons for each. The packaging was displayed in stores together pushing consumers to buy more than one extension.