Imported from Italy, Organyc products are sold in the health, pharmacy and independent grocery channels here in Australia. The Marketing Syndicate was briefed to refresh the Organyc brand without changing the packaging.
An integrated POS and trade campaign was developed to build awareness and promote Organyc as ‘best in class’ in its category, while highlighting the benefits over the leading brands – such as breathability, comfort, free from synthetic materials, chemicals and toxins).
The 100% organic message and ‘heart’ key visual resonated directly with the target market, promoting the emotional rather than functional benefits of the product. It was extended seamlessly from POS into trade materials and website design.